Iconic Canadian Brand Drumstick and Dentsu Creative Canada Aim to Ungrow Up this Summer

Iconic brand and undisputed leader in the category since 1928 – Drumstick returns this summer with a campaign to remind Canadians just why they’re The Original Joy Booster. The new strategic creative platform was developed in partnership with Dentsu Creative Canada.

“If someone had warned us that being a grown up meant standing in line at Service Ontario, we might’ve savoured being kids a little more, said Matt Knoepfli, marketing director Drumstick Canada. “Gyms are way more fun when they’re the jungle variety, recess from class is more freeing than a recess from court – we want what kids have and they take it all for granted! So, we’re reminding Canadians to grab a cone and ungrow up for even a few minutes''.

The campaign launched June 27th, the first official day of summer vacation. And with the creative insight that kids get everything adults want and take it for granted; aka summer breaks, sleep, schedules that revolve around them instead of others. The spots juxtapose adults in kid-like situations – a group of mom’s riding in toy cars on a hot summer day, a dad lounging in the kiddie pool and a man skipping rope – all while enjoying their favourite Drumstick.

Tyler Copoc & Maryann Tenaglia, associate creative director at Dentsu Creative added, “Most of us grew up with Drumstick — it's part of some of our earliest summer memories. And even for those who may not have grown up with Drumstick, the feeling of wanting to pause adulthood and feel like a kid again is something that is universal to all Canadians. It's not often you get to work on such an iconic brand everyone knows and loves. So, to be able to relaunch a beloved brand in Canada after 20 years – we hope people enjoy the work as much as we enjoyed making it.”