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Key Takeaways:
- WWE icon John Cena stars in Drumstick’s summer-long “Snackdown” campaign, which kicked off at WrestleMania 41.
- It was developed with agency Opinionated and includes digital content, in-stadium spots, and a social-driven giveaway series.
- The effort uses WWE flair to fight off “boring snacks,” pushing Drumstick’s playful branding in a way that creative agencies can learn from.
John Cena is laying the Snackdown, and his opponent is stale snacks.
Drumstick has partnered with WWE and longtime wrestling star John Cena to launch a bold, summer-long campaign that began at WrestleMania 41.
With a high-energy concept and a fresh comedic character dubbed "Dr. Umstick," the campaign takes a jab at "boring" snacks.
Instead, the brand invites fans to never settle when it comes to flavor.
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The effort was developed with creative agency Opinionated, in collaboration with the Lippe Taylor Group, Spark Foundry, and Publicis Sports.
It's headlined by a commercial featuring Cena and Dr. Umstick delivering Drumstick cones to unsuspecting snackers.
All while exchanging playful “snack talk” in true WWE fashion.
"It is such an honor to partner with Drumstick,” said Cena in a press release.
"This campaign brings the Snackdown to WWE lovers kicking off at WrestleMania, but the action doesn't end there — fans can follow along all summer long for even more Snackdown surprises."
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The spot's debut aired during the live WrestleMania broadcast at Allegiant Stadium in Las Vegas and is also being pushed across connected TV and digital channels.
Drumstick also kicked off its "Summer Snackdown," a contest and content series that spans WWE events, social media activations, and product giveaways.
In a space where brands constantly fight for attention, Drumstick taps into celebrity and influencer marketing to deliver something memorable for both ice cream and wrestling fans.
Dr. Umstick Enters the Ring
The main spot, now circulating online and at WWE events, introduces the eccentric Dr. Umstick, a part ice cream, part action figure character.
He joins Cena to deliver "snaction" (snack + action) in over-the-top wrestling style.
The duo storms into living rooms, knocks over sad bowls of popcorn, and brings high-flying energy to what would otherwise be forgettable snack time.
Their antics culminate in Cena bursting through a theater to greet kids with the famous Drumstick.
"Snackdown!" the "Bumblebee" actor says, as the spot ends.
Drumstick’s Snack Zones made an appearance at both WrestleMania and SummerSlam, increasing brand awareness and maximizing reach.
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The campaign promises fan engagement all summer long.
They can win WWE merch, cash prizes, and watch exclusive Drumstick content by following along on social media.
"Drumstick is all about bringing excitement to every moment, just like WWE," said Drumstick Brand Manager Elmer Gonzalez.
"With our Drumstick Summer Snackdown, fans will have more ways to step into the ring and help us crown Drumstick the true Snackdown Champion."
Meanwhile, Pepsi recently teamed up with global football star David Beckham to bring back the "Thirsty for More" brand platform.
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