Peters Ice Cream turns summer road trip chaos into a ‘Classic’ OOH moment

Peters Ice Cream has launched a brilliant outdoor campaign for its iconic Drumstick Classic, tapping into the relatable, often chaotic shared experiences of the great Australian summer road trip. By leaning into the “Classic” branding, the campaign shifts the focus away from the product’s ingredients and onto the “classic” mistakes, quirks, and frustrations that define summer travel. 

The creative strategy relies on hyper-local, contextual humor. On billboards strategically placed along major highways and rural routes, the copy pokes fun at the universal tropes of holiday transit: forgetting the tent pegs, the relentless “Are we there yet?” from the backseat, or the stubborn refusal to admit a wrong turn by calling it “the scenic route.” One particularly clever execution near Melbourne references the notorious Todd Road exit, speaking directly to the commuters who have likely missed that turn-off time and time again. 

Visually, the campaign is striking in its simplicity. Using a bold, vibrant color palette of hot pink and teal, the billboards cut through the natural landscape or the urban gray of the freeway. The minimalist design features a large, sans-serif typeface that delivers the punchline, punctuated by the word “Classic.” A single, hand-held Drumstick cone is positioned to the side, serving as a reward for the small disasters of the day. 

By associating the brand with these nostalgic and humorous moments, Peters Ice Cream reinforces Drumstick’s status as a cultural staple. The campaign moves beyond traditional advertising by positioning the product not just as a snack, but as an essential companion to the imperfect, authentic Australian summer journey. It is a masterclass in using out-of-home media to build an emotional connection through shared human truth, proving that while road trips might be messy, a Drumstick is always a classic.