Nestlé Drumstick taps Sica to resonate with Gen Z audience

Nestlé Drumstick has unveiled a new campaign, repositioning its brand image to resonate with Gen Z audience in Hong Kong.  

Done in partnership with local creative agency GAIA, the campaign aims to modernise Drumstick’s fun and innovative persona to resonate strongly with Gen Z and all ages. 

It also aims to clearly communicate Drumstick’s unique four-layer taste experience with a memorable line, as well as introducing the new packaging for the limited-edition summer flavour.  

To fully engage the Gen Z audience, the campaign features Sica - a young and energetic artist with a vibrant fanbase who perfectly embodies the campaign’s youthful spirit. 

The campaign is framed through the lens of a video game. The video opens with Sica playing a game where she’s asked to choose her favorite ice cream enjoyment.   

Instead of selecting just one, she presses the “why not all” button! This playful moment pulls her into the video game world after taking a bite of Drumstick, where each of the signature four layers is transformed into a fun video game level, creatively representing the combo experience in an engaging way—interestingly depicting “4重口感，1 Cone解放”! 

The video game concept is brought to life in a vibrant pixel art style, capturing the nostalgic Y2K aesthetic that resonates deeply with Gen Z’s favorite fun and chill vibe. A check by MARKETING-INTERACTIVE saw on Instagram that the video garnered positive reactions, with some saying they like the combination of ice cream and Sica. 

Running until mid October, the campaign aims to rejuvenate the Drumstick brand by driving youth relevancy and dial up innovative and fun brand imagery, as well as strengthening top-of-mind awareness while build strong brand proposition as “Snack that have all you need”  - an ice cream that offers consumers four multi-sensorial experience at once, said a spokesperson from Nestlé.

The campaign is amplified via various media channels including out-of-home ads at high traffic MTR stations to drive awareness, high frequency YouTube ads, social media boosting, in-store POSM to drive conversion and ViuTV app pre-roll and mid-roll TV commercial. 

Don't miss: McDonald’s and Nestlé spread joy across town with KITKAT pop-up store

Back in June, Nestlé Hong Kong joined forces with McDonald's Hong Kong to bring high-quality desserts to customers at affordable prices and spread joy through indulgent treats.

Leading the collaboration was the launch of the "KITKAT chocolate wafer flavour sundae series" (KITKAT 朱古力威化味新地系列), marking KITKAT’s debut sundae product in Hong Kong. 

As part of the initiative, McDonald’s reimagined the city’s inaugural dessert station in Kowloon Park, established in 1997, as a KITKAT pop-up concept store. The venue’s exterior featured a giant chocolate wafer installation alongside a large-scale double-chocolate sundae cone display, designed to immerse customers in a sensory experience of indulgence prior to sampling the desserts and serve as a prime photography destination for chocolate enthusiasts.

Ahead of the product launch, the brands hosted an opening ceremony at the Kowloon Park dessert station on 30 May, featuring Ian Chan, a singer-songwriter and member of the local boy band MIRROR, to engage diverse demographic groups. 

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