Drumstick partnered with WWE and Cody Rhodes to launch the 'Red, White & Blueberry,' a limited-edition cone featuring strawberry frozen dessert, blueberry sauce, a white sugar coating and crispy rice pieces. This marks the brand's first twist on its signature chocolate coating.
The Drumstick Cody Rhodes collaboration debuted ahead of WrestleMania 42 at Allegiant Stadium in Las Vegas on April 18 and 19 and is available only at Walmart. The campaign introduced the 'DrumTruck,' a branded vehicle serving the new flavor to WrestleMania attendees before hitting the road for nationwide summer stops.
As the leading sports entertainment brand, WWE continues to expand its food partnerships. This partnership shows that ice cream labels can use athlete-led campaigns and event-tied product drops to drive summer retail activation.
Image Credit: Drumstick/WWE
Key Themes Behind This Trend
- Athlete-led Flavor Drops
- Collaborations with athletes and influencers are enabling limited-edition flavors that fuse personal branding with product innovation to capture fandom-driven demand.
- Event-tied Limited Editions
- Event-exclusive product launches timed to major live spectacles are creating scarcity-driven purchase impulses and heightened media visibility for seasonal SKUs.
- Branded Mobile Experiences
- On-the-ground vehicles and pop-up activations are turning distribution channels into experiential touchpoints that extend product sampling and social sharing beyond traditional retail.
Where This Applies
- Cpg Ice Cream
- Ice cream brands are positioned to experiment with coating formulations, mix-ins, and celebrity co-branding to redefine premium impulse treats.
- Retail Grocery
- Mass retailers are becoming curated event marketplaces where exclusives and timed drops can drive foot traffic and category upsell opportunities.
- Sports Entertainment Partnerships
- Leagues and promoters can monetize fandom through co-branded consumables and integrated activations that extend audience engagement into retail ecosystems.
