Drumstick approached Paramount looking for an integrated campaign to unleash the brand’s real potential. Dreyer’s Grand Ice Cream was looking to ignite people’s latent love for the brand by making Drumstick more culturally relevant and owning the multisensorial eating experience in an adventurous and unexpected way. Dreyer’s Grand Ice Cream wanted to break through the competitive landscape by bringing to life the Dr. Umstick character through custom experiences that directly engaged audiences.
As a solution, Comedy Central constructed an original branded content program for Drumstick starring comedian and influencer Christian DelGrosso. The custom program titled Screen Test took viewers behind the scenes of the rarely seen, always hilarious, commercial voiceover process, as casting agents bear witness to an audition gone awry. Fans got to see what really happened when Christian DelGrosso auditioned for Drumstick’s new campaign. Because when it comes to Drumstick, Christian DelGrosso has BDE: Big Dessert Energy.
The campaign was distributed as editorial content across Comedy Central’s social platforms. Christian DelGrosso promoted the partnership across his personal accounts as well.
The campaign was wildly successful in terms of performance. Fan sentiment was overwhelmingly positive as well.
Performance Highlights:
Brand Lift Study Results:
Fan Comments:
When commercials are this funny I'll happily watch... Anyone else craving an ice cream cone?
I…. I think I’m gonna go get a drumstick now 😏
So funny!!! 🤣
