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Creative Works Brand Strategy Marketing

Tattoos for ice cream: Drumstick says it's a fair exchange


By Audrey Kemp, LA Reporter

July 8, 2022 | 2 min read

To celebrate both National Tattoo Day and National Ice Cream Day on July 17th, frozen dessert brand Drumstick is testing the devotion of its fans in a new sweepstakes: would they get a Drumstick tattoo for a year’s supply of free sundae cones?

"dr. umstick" gets a tattoo of an ice cream cone on his chest

Get tatted for a chance to win a year's supply of Drumsticks / Drumstick

Drumstick’s newest campaign might seem a bit nutty, but for ice cream devotees, it doesn’t get much sweeter than the chance to win one year’s worth of free frozen desserts. All they must do is get some ink.

Starting today and running through July 31, participants can share a photo of their ice cream tattoo on Instagram or Twitter – which can be real or temporary – on Instagram or Twitter and tag @Drumstick with the hashtag #DrumstickInk. Don’t forget to follow @Drumstick on whichever platform you’re sharing on. Five winners will be selected at random.

wrists with tattoos of ice cream cones

The idea was inspired by the 94-year-old brand’s new zany mascot, Dr. Umstick, who evidently rocks a Drumstick chest piece. Dr. Umstick made his debut in a short film earlier this year.

“[Dr. Umstick’s] love for Drumstick runs so deep, he couldn’t live without the permanent reminder inked on him,” Kerry Hopkins, Marketing Director, Dreyer’s Grand Ice Cream told The Drum. “We set out to deliver a campaign that went beyond the everyday ice cream scenarios, and we love how the multidimensional Dr. Umstick brings this truth to life.”

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