Exploring Sonic Drive-In's Fresh Brand Strategy and Exciting Marketing Campaign

For nearly twenty years, Sonic Drive-In's advertising featured the "Two Guys" chatting in a car about the chain’s food and drink options. However, the focus has shifted to real families and delicious food in recent campaigns. Now, the QSR marketer is introducing a new brand platform and campaign that showcases menu innovation through a fresh dynamic duo.

The brand platform called “Live Free Eat Sonic” is launching today (June 3). It revolves around a whimsical Department of Research and Deliciousment led by a suave chief ingenuity officer and his pink-haired partner, Tia Saborita. The 60-second debut ad begins with a family dining at a dull fast-food restaurant called “Nothing Burger.” Suddenly, the CIO bursts in and declares, “Come with me if you want to live… a more delicious life.”

Riding in a vintage van with a bobblehead of the Two Guys characters, the CIO shares some light-hearted jokes about male-pattern baldness and wedgies. As they arrive at Sonic's fictional R&D office, it is described as futuristic, resembling something from "Men in Black" or a Pixar film. The office is uniquely designed with oversized references to the brand's menu items, such as an ice cave and a Tot-a-Pult launcher.

Telling a Broader Story

"Live Free Eat Sonic" was created in partnership with creative agency Mother Los Angeles. The campaign elements will be showcased on various platforms such as linear TV, over-the-top, digital, social media, and radio. Additionally, on June 17, the brand will launch a new online lifestyle portal at LiveFreeShopSonic.com. This portal will offer exclusive merchandise and experiences, with all proceeds going towards supporting public education through the Sonic Foundation.

Sonic's new campaign, "Live Free Eat Sonic," allows the brand to share a broader story in a more creative way. Ryan Dickerson, who became Sonic's CMO in January, explained that this campaign is a departure from previous ones that were limited to car interiors and parking lots.

Dickerson pointed out that modern advertising can sometimes feel repetitive. With limited time to showcase products, many ads tend to blend together with similar food-focused visuals. Sonic aims to break away from this trend with their new approach.

According to the executive, while consumers are interested in seeing deals and values, they are also drawn to a compelling story. Simply showcasing products may attract attention, but people are looking for a deeper connection with a brand. This emotional connection makes them care about and feel connected to the brand, even if they are not consciously aware of it.

Sonic is making an effort to bring some joy to consumers during a time when many are feeling stressed and anxious. This comes as people are dealing with inflation, election year worries, and a general decrease in happiness. The goal is to offer moments of indulgence that can add some excitement to the daily routines of customers, whether they are working from home or back in the office. The fun campaign also aims to highlight the brand's menu innovations and stand out in a competitive market.

According to Dickerson, the focus of the campaign is to create a fun and enjoyable experience for customers. The menu offers a variety of items such as shakes, tots, groovy fries, groovy sauce, and burgers. The idea is to remind people that amidst all the chaos in the world, there is a place where they can go to have a good time and find something that everyone can enjoy.

The unique position of Sonic in the Inspire Brands portfolio

Sonic has been a part of Inspire Brands since 2018, the same year the company was formed after the merger of Arby's and Buffalo Wild Wings. Inspire has since added Jimmy John's and Dunkin' to the portfolio, but Sonic stands alone as a restaurant not constrained by day part, product or protein options.

"We have offerings in all the typical areas of a quick-service restaurant," Dickerson explained. "Our goal is to be inclusive and appealing to everyone, highlighting the variety on our menu."

Sonic's latest campaign and platform are part of a complete rebranding effort that includes changes to packaging, uniforms, color scheme, and food and beverage options. This comprehensive approach is a first for Inspire, setting Sonic apart from other sister brands that have only made minor adjustments in the past. Launching all these changes at once may be challenging, but it also allows for more creativity, according to Dickerson.

Being part of the Inspire portfolio opens up opportunities to collaborate with sister brands and share insights on various aspects, such as creative strategies and advertising formats. This partnership also allows brands like Sonic to work with Inspire's demand generation team for optimizing media and making real-time adjustments.

Dickerson emphasized the importance of balancing sales-driven messaging with building brand equity in a competitive market. It is crucial to continuously promote products and limited-time offers while also focusing on strengthening the brand's identity. Our team is committed to integrating this approach into our strategies.

Editor's P/S:

Sonic Drive-In's new "Live Free Eat Sonic" campaign effectively differentiates the brand in a crowded market by embracing creativity and storytelling. The introduction of the witty dynamic duo, the CIO and Tia Saborita, adds a fresh and engaging element, while the whimsical Department of Research and Deliciousment creates a memorable and immersive experience. Sonic's departure from traditional car-centric advertising demonstrates its commitment to connecting with consumers on an emotional level and offering a moment of indulgence amidst the chaos of daily life.

Furthermore, Sonic's unique position within the Inspire Brands portfolio allows it to leverage the strengths of its sister brands while maintaining its distinct identity. By offering a diverse menu and targeting a wide audience, Sonic stands out as an inclusive and appealing brand. The comprehensive rebranding effort, including packaging redesigns and menu enhancements, further underscores Sonic's commitment to innovation and customer satisfaction.