CHALLENGE
Drive $25MM+ in revenue in first year of product launch, mass awareness of the new Drumstick Lil’ Drums snack-size sundae cones, the first product innovation for the Drumstick brand in many years. Show a younger generation of moms that Drumsticks, and in particular Lil‘Drums, are the perfect treat for everyday moments with her family; generate brand loyalty and word of mouth among target consumers. Secure 40 million media impressions

SOLUTION
Campaign targeting key target consumer of young moms, extensive outreach to nationwide and regional media, broadcast media tours, a consumer engagement contest to search for heroic children across America (Lil’ Drums Lil’ Heroes)

RESULTS
75 million impressions,185% increase over goal of 40 million. Coverage highlights: Good Morning America, Yahoo! Food, Every Day with Rachel Ray, Woman’s World, Shape, Family Circle, Parenting