Drumstick Steps Into the Ring With Cody Rhodes for WrestleMania 42

Drumstick is teaming up with Cody Rhodes to turn WrestleMania 42 into a full-scale summer marketing launch.

The Dreyer’s-owned ice cream brand has introduced its new platform titled "Lick it. Flip it. Drumstick it."

It's rooted in the ongoing debate of how people eat a Drumstick cone.

The campaign utilizes WWE energy to position the product as playful and personal, while aligning the brand identity to a clear, repeatable idea.

At the center is the launch of a limited-edition Red, White & Blueberry Drumstick, designed to match the spectacle of WrestleMania and Rhodes’ patriotic persona.

"I’m proud to partner with Drumstick ahead of WWE’s biggest event of the year, WrestleMania 42," Rhodes said in a press release.

"The Red, White and Blueberry flavour is breaking new ground for Drumstick, and I am excited to be a part of it."

Ultimately, Drumsticks' strategy is to anchor the campaign in a major event, then stretch it into a summer-long engagement that keeps the brand top of mind.

Where Fans Meet the Brand

The campaign’s creative comes to life through a mix of media, with a TV commercial featuring Rhodes setting the tone.

Inside a locker room, he attempts to eat a Drumstick cone as people on the sidelines watch and imitate his way of eating the ice cream. 

In the end, he takes a bite of the snack from the bottom up, influencing the others to follow suit. 

The campaign also extends to the ground via in-person brand activations. 

Drumstick is introducing the "DrumTruck," a fully branded vehicle that's equal parts nostalgic and full of WWE-style attitude.

The truck will debut at WrestleMania 42, handing out samples of the new Red, White & Blueberry flavor to fans as they exit the stadium.

Drumsticks' Summer Snackdown Sweepstakes will also return, running from April 18 through August 31.

Consumers can enter by uploading receipts for a chance to win $10,000, a SummerSlam weekend experience, and exclusive WWE merchandise.

Monthly prizes are meant to help sustain engagement over time, instead of relying on a single campaign spike.

There will also be additional meet-and-greet opportunities with WWE Superstars and ongoing social content.

These ensure the campaign continues to evolve, encouraging fans to interact with the brand and their favorite wrestlers. 

"Drumstick brings excitement wherever it goes, and this year’s partnership with WWE and Cody Rhodes takes that energy to a new level," Meredith Exberger, marketing director at Dreyer’s Grand Ice Cream, shared in a statement.

"From our new campaign to a limited-time flavor and the debut of the DrumTruck, we’re giving fans more ways than ever to step into the Summer Snackdown."

Drumstick’s WWE Play

This WrestleMania campaign shows how timing, partnerships, and physical experiences can extend a product story:

• Big event tie-ins work best when supported by tangible experiences, like product sampling and live activations.
• Limited-edition flavors can act as a product innovation and a storytelling device tied to well-known personalities.
• Sweepstakes mechanics help extend campaign life, keeping consumers engaged well after the initial launch moment.

Now, the question is whether Drumstick can sustain excitement beyond WrestleMania and turn summer engagement into repeat purchase behavior.

Our Take: Can Wrestling Energy Sell Ice Cream All Summer?

Celebrity partnerships either hit hard or fall flat, and this one captures the spirit of the "American Nightmare" to a tee.

Rhodes brings a built-in loyal fanbase, and this matters when you’re selling something as simple as ice cream on a cone.

The product doesn’t disappear behind the celebrity, either, with the eating ritual staying front and center.

If we were Drumstick, we'd be trying to own a season with one sticky, sugar-loaded memory at a time. And this is exactly what this campaign does at scale.

Similarly, KFC Canada recently teamed up with hockey star Kyle Connor to launch a limited-edition meal that keeps fans excited all season long. 

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