Creative marketers at Drumstick, the Dreyer’s Grand Ice Cream brand owned by Froneri (a joint venture between Nestlé and PAI Partners), are promoting the designation of February 12, 2024 as a national holiday in the USA. This is for good reason, as the Monday after Super Bowl Sunday (February 11), when the top two National Football League teams compete on the gridiron for the NFL championship title, tends to be an exceptionally high work absence day among sports fans who may have overindulged in food, drink and merrymaking festivities the day and night before.
Super Bowl XVIII will mark Drumstick’s first-ever “Big Game” commercial, and the brand’s public relations team believes “the excitement shouldn’t melt away when the game does.” While taking a day off from work after America’s favorite and most watched football game is nothing new, Drumstick is putting its own spin on it, officially dubbing it #DrumstickMonday and encouraging folks in the USA to maximize their time off with a dose of unexpected fun.
Want to learn to surf? Helicopter over the Grand Canyon? Dogsled in Alaska? Drumstick will make one #DrumstickMonday dream come true. To enter, sign the Change.org petition, then head over to Drumstick’s Instagram, locate the post about the #DrumstickMonday sweepstakes, and comment with your ideal #DrumstickMonday.
“Even if you don’t take home the big prize, signatures still go toward finally recognizing the Monday after the Big Game as a national holiday; a win for us all,” proclaims a press release from Drumstick.
“The day after the biggest sports game of the year shouldn’t just be another Monday,” stated Kerry Hopkins, the ice cream brand’s head of marketing. “Drumstick is all about embracing unexpected fun, and #DrumstickMonday is the perfect opportunity to shake up your typical Monday routine. Join us by signing the petition and adding a little dose of adventure this February 12.”
The 30-second television commercial will air during the third quarter featuring comedian and actor Eric André (pictured below), who will head off on an adventure with Dr. Umstick, the doll-sized bon vivant spokesperson with an obsession for Drumsticks. Dr. Umstick lives, breathes and eats the brand’s tagline, “Another Day, Another Drumstick,” finding any occasion to reach for his favorite snack.
“Many have tried, none have succeeded – it’s time we make #DrumstickMonday a national holiday once and for all,” said André. “I’ll be spending the day with my new pal Dr. Umstick getting into our latest adventure. Now if only I could get him to stop stealing my Drumsticks… Anyway, make sure to sign the petition. We all deserve this.”
