Drumstick taps road-trip nostalgia for new Road Trippers range

Drumstick has rolled out a new summer campaign via Melbourne indie SICKDOGWOLFMAN, celebrating the classic Aussie road trip to launch its Road Trippers range.

The campaign introduces two new flavours Rocky Road and Banana Caramel - inspired by big-ticket roadside icons including the Big Rocking Horse and the Big Banana. A hero 30-second film follows a family on a chaotic cross-country drive with a dad who insists he isn’t lost, and is supported by a social series, Classic Servo Reviews, featuring YouTuber Georgia McCudden reviewing some of Australia’s more eccentric service stations.

“We’ve been in love with this platform since it launched because of its ability to build narratives around modern Australian culture,” Jess Wheeler, creative director at SICKDOGWOLFMAN, said.

“Drumstick is all about celebrating those classic Aussie moments, and nothing feels more Australian than loading up the car and finding joy in the journey,” Carla Loucas, marketing manager at Peter’s Ice Cream, said.

The campaign will run across TV, out-of-home, digital and social.