Sonic Drive-In shifts marketing strategy with new characters
Sonic Drive-In is saying goodbye to its iconic “Two Guys” commercials and championing a new strategy in advertising. This initiative symbolizes a significant shift in Sonic’s marketing technique and hints at innovative ideas in their future promotions. Their aim is to interact with their audience more effectively and redefine their brand image.
Sonic’s new marketing campaign debuts on June 3rd. It introduces viewers to a Chief Ingenuity Officer and his sidekick Tia Sabortia who guide customers through Sonic’s enticing food selection. They promise a tasty adventure as they present each menu item with a special twist, from the sizzling Sonic cheeseburgers to the delectable ice cream concoctions. The campaign will be spread across television and social media platforms, giving a new spin to your regular fast-food experience.
Mother Los Angeles, the creative power behind the new campaign, makes full use of the television, internet, social networking sites, and radio to rejuvenate the “Live Free Eat Sonic” slogan.
Sonic Drive-In’s innovative marketing shift
This integrated marketing strategy ensures that the rebooted campaign reaches a wide audience, boosting brand visibility and consumer engagement.
Furthermore, Sonic is launching LiveFreeShopSonic.com on June 17th. This online store will feature unique merchandise and experiences for sale, with all profits being donated to the Sonic Foundation to aid public education. Sonic continues to emphasize its commitment to the community with this notable endeavor.
Sonic’s CMO, Ryan Dickerson, is confident that this new strategy will deepen the brand’s narrative and foster meaningful interactions with consumers. Functioning within a crowded fast-food market, these initiatives aim to strengthen Sonic’s brand presence and loyalty among its customers.
Being part of Inspire Brands since 2018, Sonic has impressively maintained its unique image alongside Arby’s, Buffalo Wild Wings, Jimmy John’s, and Dunkin’. This success highlights Sonic’s strong brand persona and its capability to stay distinctive within the conglomerate.
