Sonic Drive-In is embarking on a significant transformation with the introduction of its new brand platform and advertising campaign, “Live Free Eat Sonic.” Ryan Dickerson, Chief Marketing Officer, sheds light on how the quick-service restaurant (QSR) is rejuvenating its image through innovative storytelling and a vibrant new duo, years after replacing its iconic “Two Guys” campaign.
A Legacy of Creative Advertising
For nearly two decades, Sonic Drive-In’s advertising was dominated by the “Two Guys” who humorously discussed the chain’s offerings from their car. This approach has since evolved, with campaigns that shifted focus to real families and enticing food visuals. Today, Sonic is reinvigorating its brand with a fresh narrative that emphasizes menu innovation, showcased by a dynamic new duo.
The New Brand Platform: “Live Free Eat Sonic”
Launching on June 3, 2024, the “Live Free Eat Sonic” platform centers around a whimsical Department of Research and Deliciousment. This fictional department is headed by a charismatic Chief Ingenuity Officer (CIO) and his lively partner, Tia Saborita. The campaign’s 60-second launch advertisement introduces this concept with a family’s visit to a generic fast-food outlet being interrupted by the CIO, who enthusiastically invites them to “live a more delicious life.”
A Fantastical Setting
The advertisement continues with a journey in a retro van, adorned with a bobblehead of the nostalgic Two Guys characters. The ride includes humorous moments before arriving at Sonic’s fictional R&D office, an imaginative facility resembling elements from “Men in Black” or a Pixar film. This setting features playful nods to Sonic’s menu, including an ice cave and a Tot-a-Pult launcher.
Multichannel Campaign and Community Engagement
The “Live Free Eat Sonic” campaign, developed in collaboration with Mother Los Angeles, will be omnipresent across linear TV, over-the-top media, digital platforms, social media, and radio. Additionally, on June 17, Sonic will launch an online lifestyle portal, LiveFreeShopSonic.com, offering exclusive merchandise and experiences. All proceeds from this initiative will support public education through the Sonic Foundation.
Expanding the Brand Narrative
According to CMO Ryan Dickerson, the new campaign allows Sonic to craft a broader narrative that permeates every aspect of the brand. Unlike previous campaigns confined to car interiors and parking lots, this new approach provides a more expansive and imaginative storytelling space.
“In today’s advertising landscape, many campaigns start to look similar. While showcasing food in short, snappy segments is effective, consumers crave a deeper story,” Dickerson explains. “Our new platform offers a broader reason for people to connect with and care about the brand, beyond just the products.”
Addressing Consumer Sentiments
This rebranding effort comes at a time when consumers are experiencing heightened stress and anxiety due to economic pressures, political tensions, and a general decline in happiness. Sonic aims to provide moments of indulgence and joy, breaking the monotony of daily routines, whether for those working from home or returning to the office.
“We want to remind people that amidst the chaos of the world, there’s a fun and crazy place where everyone can find something they enjoy,” Dickerson says. “Our campaign is designed to be fun and engaging, reflecting the playful nature of our brand.”
The Strategic Role within Inspire Brands
Sonic has been a part of Inspire Brands since 2018, a portfolio that includes Arby’s, Buffalo Wild Wings, Jimmy John’s, and Dunkin’. Sonic’s unique position allows it to operate across various dayparts and menu categories without being restricted by product or protein types.
“We have the versatility to appeal to a wide audience, and our new platform highlights the diversity of our menu,” Dickerson notes. “This comprehensive brand relaunch, which includes new packaging, uniforms, and menu innovations, marks a significant milestone for Inspire Brands.”
Collaborative Efforts and Future Goals
Being part of the Inspire portfolio enables Sonic to leverage resources and insights from its sister brands, enhancing creative strategies and media optimization. This collaboration helps Sonic maintain a balance between promoting immediate sales and fostering long-term brand equity.
“In a competitive market, it’s crucial to continue promoting our food and limited-time offers while also carving out space for brand-building initiatives,” Dickerson explains. “Our team is dedicated to reinvigorating Sonic’s brand presence and ensuring it resonates with both existing and new customers.”
The “Live Free Eat Sonic” campaign marks a bold new chapter for Sonic Drive-In, blending imaginative storytelling with a commitment to providing delightful dining experiences. As the campaign unfolds, Sonic hopes to captivate consumers with its unique blend of fun, flavor, and innovation.
I think the most effective part of the campaign is the imaginative storytelling and fun, playful vibe. The Department of Research and Deliciousment is super creative. It brings a bit of magic and whimsy to fast food, which stands out in a crowded market.