Drumstick Teams with WWE Superstar Cody Rhodes for New Creative Platform

Why It Matters

The partnership gives Drumstick high‑visibility during the sport’s biggest show while WWE gains a fresh consumer‑goods tie‑in, driving cross‑industry brand awareness and sales.

Key Takeaways

• Drumstick partners with WWE star Cody Rhodes.
• Launch timed with WrestleMania 42 in Las Vegas.
• Introduces limited-edition Red, White & Blueberry flavor.
• DrumTruck will sample flavor at event and nationwide.
• Campaign includes TV, social, and Summer Snackdown sweepstakes.

Pulse Analysis

Food brands increasingly look to sports entertainment to amplify reach, and Drumstick’s alliance with WWE superstar Cody Rhodes exemplifies that shift. By anchoring the "Lick it. Flip it. Drumstick it." campaign to WrestleMania 42, the ice‑cream maker taps into a global audience of over 12 million viewers and the passionate fan base that follows the event. The integrated media mix—national television, digital clips featuring Rhodes, and a revived Summer Snackdown sweepstakes—creates multiple touchpoints, turning a single sporting weekend into a month‑long brand narrative.

The centerpiece of the rollout is the Red, White & Blueberry ice cream, a first‑time twist on Drumstick’s classic chocolate coating. Combining a strawberry‑swirl base, a blueberry‑sauce core, white confectionery coating and crispy rice bits, the flavor leans into patriotic colors that resonate with the WrestleMania audience. Limiting distribution to Walmart for a short window creates scarcity, encouraging impulse purchases and driving foot traffic to the retailer. This exclusive launch also provides valuable sales data that can inform future limited‑edition strategies across the frozen‑dessert category.

Beyond the product, Drumstick is deploying the DrumTruck, a mobile sampling unit that blends vintage ice‑cream‑truck aesthetics with the brand’s bold personality. The vehicle will hand out free Red, White & Blueberry scoops to WrestleMania attendees before embarking on a summer roadshow that visits festivals, malls and pop‑up events nationwide. This experiential approach not only generates real‑time consumer feedback but also amplifies social media buzz as fans share on‑site videos, turning a simple tasting into a scalable activation that can boost both brand equity and incremental sales.