Drumstick

Finding the sweet spot

Nestle’s Drumstick, a once-leading impulse product, was beginning to face fierce competition. Despite its enduring popularity and position as a long-standing, well-loved household favourite – Drumstick was feeling the heat.
Our opportunity was to reinstate Drumstick’s place at the top of the ice-cream chain – repositioning them as a trailblazer of the impulse category.

Drumroll please...

In refreshing the Drumstick brand, we needed a big idea – one that would cut-through the competition, simplify the complex, and connect with customers in a whole new way. So we developed the new brand identity around the concept: ‘Make Your Mark’.
Inspired by self expression, unrestricted individuality and all-access creativity – ‘Make Your Mark’ not only established a robust brand positioning for Drumstick, but also injected a much-needed dose of boldness and vibrancy that had been absent in recent years, reinvigorating its appeal.

Celebrating undefinable creativity

Our design drew inspiration from the one place where creativity has no limits – street art. Bringing in vibrant colours, expressive forms and moments of personalisation helped reintroduce the brand to a new hyperaware generation.
The resulting new look and feel exuded a modern, unapologetic attitude that set Drumstick apart from its competitors, all without compromising on ease of navigation for the customer.

In-Depth Case Study

Finding the Sweet Spot in the Global Ice Cream Market

Ice cream is more than just a dessert. It is part of culture in nearly every corner of the world. In the United States, brands like Cold Stone Creamery have become cultural icons, shaping the way people consume ice cream products by turning parlours into social hubs. In the United Kingdom, impulse ice cream purchases at seaside kiosks, corner shops, and convenience stores are associated with nostalgia and shared memories. In Australia and New Zealand, Drumstick ice cream packaging and branding are linked to summer holidays, beach days, and backyard dinner parties, evoking playful memories while appealing to modern shoppers.

Globally, ice cream plays a crucial role in moments of celebration and everyday indulgence. Inside Retail cites that it is both a social ritual and an affordable luxury, accessible across distribution channels that include ice cream parlours, specialty stores, supermarkets, online platforms, and convenience stores. Consumer preferences have shifted in recent years, demanding more natural ingredients, unique flavours, and plant-based alternatives. Premium ice creams and artisanal ice cream have also grown rapidly, offering exotic flavours and small-batch authenticity that appeal to health-conscious consumers and younger generations alike.

The global ice cream industry has been expanding steadily, with an annual growth rate supported by rising disposable income, strong demand in Asia Pacific and North America, and increasing demand in regions like South America and the Middle East. According to market research, the global ice cream market value is forecast to experience significant growth during the next 5 years, driven by product innovation, consumer demand for indulgence, and new flavours that reflect local tastes.

Ice Cream Category Trends in the UK and Australia

The ice cream category in the United Kingdom has seen important changes in recent years. According to The Grocer, impulse ice cream still performs strongly in retail stores, but consumer demand has diversified. Premium ice creams and plant-based ice creams are growing faster than traditional dairy products. Convenience stores remain an essential distribution channel, but online stores and specialty stores are becoming increasingly relevant. Health-conscious consumers are looking for ice cream products with functional ingredients and natural ingredients such as fruit, nuts, and dairy-free bases like soy milk or coconut milk.

The Australian market reflects similar trends. Retail World reports that the Australian ice cream market is defined by strong demand for both impulse ice cream and premium take-home ice cream products. Artisanal ice cream brands and ice cream parlours have gained traction, reflecting consumer preferences for authenticity, unique flavours, and exotic flavours. The annual growth rate for Australia shows steady growth during the forecast period, with convenience stores and retail stores continuing to anchor sales value. However, online sales channels and specialty stores are also influencing how ice cream products are bought and consumed.

Both the UK and Australian markets are shaped by similar dynamics: consumer demand for new products, health benefits, and authenticity. For impulse ice cream brands like Drumstick, the challenge is balancing heritage and cultural familiarity with innovation and product quality that meet modern expectations.

Why Cowan Was Chosen for the Drumstick Rebrand

Cowan was chosen to lead the Drumstick rebrand because of our global perspective and our unique way of working. With offices in five international cities, including the United Kingdom and Asia Pacific, we combine global market research with local insights. We are client obsessed, meaning our role is not only to deliver assets but to grow our clients’ businesses. Our teams are lean and senior, bringing consulting-level expertise to every project.

We understand that design is a business lever. For Drumstick, that meant interrogating primary research, analysing market dynamics across major countries, and considering consumer demand for premium ice creams, artisanal ice cream, and plant-based alternatives. We evaluated distribution channels from convenience stores to online sales channels and asked the crucial questions: What is the best way to position Drumstick for the next generation? How can design give the brand a competitive edge? And how can cultural relevance be balanced with product quality?

Cowan’s global focus and local depth, combined with our philosophy of insight-led creativity, gave us the expertise to reimagine Drumstick’s identity for the global ice cream industry.

Design Considerations: Make Your Mark

The creative platform we developed for Drumstick was “Make Your Mark.” The idea was born from self-expression, individuality, and creativity without limits. It reflected consumer preferences for authenticity and originality while aligning with Drumstick’s heritage as a leader in impulse ice cream.

Street art inspired the design, bringing vibrancy, bold colours, and expressive forms into the brand identity. This gave Drumstick a modern and unapologetic attitude that resonated with younger audiences while maintaining accessibility in convenience stores and retail stores.

Packaging design balanced creativity with functionality. Clear SKU differentiation ensured consumers could easily navigate new flavours, new products, and product lines, whether browsing in specialty stores or online platforms. The identity also created room for future product innovation, from exotic flavours inspired by South America to plant-based alternatives targeting health-conscious consumers.

Typography, colour, and layout reflected a street-style energy while ensuring legibility and navigation for busy impulse purchase moments. The design system was flexible, working across impulse ice cream cones, ice cream sandwiches, take-home ice cream tubs, and digital content.

Drumstick’s History and Global Market Share

Drumstick was created in the United States in the 1920s and quickly became a household favourite. A waffle cone filled with creamy ice cream, topped with chocolate and nuts, and sealed with a chocolate tip created an irresistible mix of texture, indulgence, and portability. It became a defining leader of the impulse ice cream category.

Over the decades, Drumstick expanded across major countries, from the United States to the United Kingdom, Australia, South Africa, and markets in the Asia-Pacific region. The brand extended its product lines to include ice cream sandwiches, take-home ice cream tubs, and innovative flavours that kept consumer demand strong. Today, Drumstick is managed by Nestlé and Froneri in many markets, making it one of the leading companies in the global ice cream industry.

Situation Analysis: Challenges in Recent Years

Despite its global heritage, Drumstick faced challenges in the previous year. The global ice cream market had become highly fragmented, with artisanal ice cream, premium ice creams, and plant-based ice creams capturing market share. Health concerns about sugar, fat, and dairy products influenced consumer preferences. Impulse ice cream was under pressure as take-home ice cream products grew in popularity, particularly during Covid-19 when at-home consumption of ice cream products increased significantly.

Distribution channels also changed. Convenience stores and retail stores remained vital, but online stores, specialty stores, and ice cream parlours began playing a larger role in how ice cream products reached consumers. With consumer preferences evolving rapidly and market dynamics favouring innovation, Drumstick risked being seen as outdated.

The impulse ice cream category was still experiencing steady growth, but key players in the market were investing in product innovation, unique flavours, and bold branding. Drumstick needed to adapt quickly to maintain relevance in the global ice cream market, particularly in markets like the United Kingdom and the Australian ice cream market, where consumer demand was shifting faster than ever.

The Result of the Rebrand

The rebrand re-established Drumstick as a cultural leader in the impulse ice cream category. Consumer research showed intention to purchase the brand, with a broadened audience that included both loyal long-time buyers and younger, health-conscious consumers attracted by the bold new identity.

The refreshed packaging drove visibility in convenience stores, retail stores, and online stores. Drumstick regained competitive edge across distribution channels, after market research confirmed increased consumer demand. Market share stabilized with gains in some channels. The rebrand aligned Drumstick with key trends in the global ice cream industry and expanded target audience appeal.

Conclusion: Future of the Global Ice Cream Industry

The global ice cream market continues to expand, supported by rising demand for indulgence, health benefits, and authenticity. The forecast period shows significant growth potential, particularly in Asia Pacific, South Korea, and Latin America. Health-conscious consumers will continue to drive demand for natural ingredients and plant-based alternatives, while innovative flavours and premium ice creams will capture the attention of younger audiences.

Drumstick’s rebrand demonstrates that heritage brands can evolve. By embracing cultural creativity, inspired by street art, and by aligning with consumer preferences, Drumstick has found the sweet spot in the global ice cream market. With Cowan’s help, the brand is once again a trailblazer in the impulse ice cream category, ready to lead with product innovation, bold design, and cultural relevance across the global ice cream industry.