Step into the 'Upside down' with Nestlé’s new Stranger Things Drumstick

Nestlé Ice Cream Malaysia is tapping into the cultural momentum of Netflix’s Stranger Things as anticipation builds for the series’ fifth and final season. The brand has launched a limited-edition 'DRUMSTICK Stranger Things ice cream', a collaboration designed to ignite fandom excitement while driving seasonal buzz in the snacking category.

The collaboration brings the show’s eerie and nostalgic universe into a playful, flavour-led experience. The ice cream features a blend of chocolate and vanilla, layered with a berry sauce and topped with red velvet cookie bits to evoke the dark, mysterious tones associated with the show’s iconic “Upside down” dimension. Priced at RM3.50 and clad in themed packaging, the product is now available nationwide across minimarkets, petrol marts, convenience stores, supermarkets and hypermarkets in Malaysia.

The tie-up aligns Nestlé's DRUMSTICK with a globally recognised cultural property that has sustained strong fan interest since its 2016 premiere. Stranger Things is known for its blend of 80s nostalgia and supernatural storytelling, which complements DRUMSTICK’s positioning around youthfulness, surprise and discovery.

A Nestlé Ice Cream Malaysia spokesperson told A+M: "Together, we wanted to deliver a product that goes beyond just taste, but an experience that brings fans closer to the world of Stranger Things through flavour and storytelling."

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The Malaysian market was selected to host this exclusive variant, which was developed locally in collaboration with Netflix. The brand spokesperson told A+M, the decision reflects both Malaysia’s strong affinity for innovative ice cream flavours and the opportunity to create something tailored to local taste preferences, while still celebrating a globally recognised franchise.

In choosing partnerships, Nestlé Ice Cream looks for IPs that resonate naturally with its brand personality. "We believe in partnerships that authentically connect with our consumers’ passions while reinforcing our brand’s personality and purpose," they said. 

To bring the collaboration to market, Nestlé Ice Cream Malaysia has activated a 360-degree campaign. Out-of-home placements draw on the visual language of the “Upside down”, featuring bold creative treatments in high-traffic urban spaces. In-store visibility plays a major role as well, with Stranger Things-themed freezer branding and point-of-sale materials aimed at building impulse purchase moments.

Digital storytelling sits at the core of the campaign. The brand is rolling out shortform content on Instagram, TikTok, YouTube and Facebook under the hashtag #DrumstickStrangerThings. The brand will also tap into influencer partnerships, with creators encouraged to share their own playful interpretations and reactions to the limited-edition product.

Additionally, on-ground sampling and engagement activities will help generate experiential touchpoints as fans reacquaint themselves with the universe of Hawkins. The 'DRUMSTICK Stranger Things ice cream' will be available for a limited time, with the brand playfully urging consumers to “grab it before it disappears into another dimension.”

With Stranger Things gearing up for its final season this November, fan nostalgia and anticipation are running high. In Malaysia, Netflix is already fueling the hype with a “Stranger Rides” pop-up at Daily Dose Coffee from 27 to 29 November. Its Instagram tease reads: “The ultimate epic adventure awaits. This is your invitation to the world of Stranger Things.” We're keeping our eyes peeled to see which brands join the wave as the series enters its final chapter, from trendjacks to collabs.

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