News

Sonic goes in the car + off-script in new ad campaign

Photo: Provided

February 27, 2020

Sonic Drive-In today launched a new ad campaign that focuses on the real-life, in-the-car happenings of four U.S. families en route to Sonic, capturing their unscripted conversations to give a taste of the brand's focus on culture and everyday moments with friends, family or even just with the driver and him or herself, according to a news release.

The corresponding branded spots follow the families as they go about their daily routines, on the way to, at and from Sonic locations.

"Our new campaign shows everyone what we've heard from guests for years — Sonic is woven into their lives," said CMO Lori Abou Habib, in the release. "We want to broaden the aperture to show the whole of America — from the wacky to wonderful — and how our guests own their Sonic experience, because every way is the right way to Sonic."

Ads also cast a light on the brand's menu items, like Reese's Overload waffle cone with peanut butter, ice cream, peanut butter drizzle, Reese's Peanut Butter Cups and Mini Reese's Pieces candy in a chocolate waffle cone or in Sonic form.

The brand is also dropping a limited-edition number of seasonal swag boxes, starting tomorrow at noon Eastern time, when customers can go to the brand's swag shop site and sign up to be the first to receive a curated box of branded items that will be given out on a first-come-first-served basis.

Sonic has been around since the heyday of the drive-in restaurant in 1953 and now has more than 3,500 restaurants in 46 states.