Campaign will introduce a series of unserious ads, ingenious new flavors and a new online lifestyle portal
SONIC® is known for serving up unique experiences and delicious fun, and this June, the brand is leaning into those craveable differences with the launch of its newest creative platform: LIVE FREE EAT SONIC. The campaign empowers people to choose fun and good times at SONIC over the everyday monotony of other fast-food options. Consumers have long settled for the sea of sameness across burger brands and forget they have the power to choose FUN! SONIC thought the world was overdue for an intervention, sparking the new campaign that entices fans with “why not?!” flavor combinations, the introduction of unserious new ads and brand personalities, and exclusive drops of merch and experiences on LiveFreeShopSonic.com.
“From our unique drive-in format to our thousands of customizable flavor combinations – and particularly our beloved drinks – SONIC has always stood out from the everyday fast-food experience,” said Ryan Dickerson, Chief Marketing Officer of SONIC. “Burger menus and flavors have become so similar across brands, and we want to give everyone a break from boring. Food should be fun, and that’s exactly what guests get when they come to SONIC – whether it’s a classic chili cheese coney paired with tots or a beverage you’ve customized yourself like the viral Dr Pepper® with pickle slices. When you choose SONIC, you’re choosing to escape mundanity – and choosing to LIVE FREE and EAT SONIC.”
LIVE FREE EAT SONIC
Inspired by the spirit of American ingenuity, SONIC’s new series of ad spots transport guests to the newly minted SONIC Department of Research and Deliciousment, led by SONIC’s new Chief Ingenuity Officer, or CIO. Allergic to boring and frustrated with the status quo, the CIO is serious about making the world more unserious—one SONIC meal at a time. The spots also feature Tia Saborita, the CIO’s right hand and the brilliance behind his vision who dreams up the new and unexpected flavor combinations for SONIC beverages, entrees, treats and snacks, including the new Groovy Fries – SONIC’s first major update to its fries in more than 10 years. Groovy Fries, perfect for dipping in the new Groovy Sauce, are now available at SONIC locations nationwide.
“For nearly 20 years, SONIC commercials featured the beloved SONIC Two Guys. In 2020, we made the decision to shift to commercials that focused on our craveable food. However, with this new campaign, we’re thrilled to reintroduce a fun and colorful duo into our spots in a new way, allowing them to be the faces and voices of our ingenious menu creations,” said Dickerson.
LIVE FREE SHOP SONIC
Living Free is not just a mindset—it’s a lifestyle. To help SONIC fans Live Free this summer and beyond, the brand will debut a new online lifestyle portal on June 17 at LiveFreeShopSonic.com. Visitors will find a rotating lineup of exclusive merch and experiences, from nugget ice makers so fans can enjoy SONIC’s beloved and iconic ice any day at home, to extreme sports accessories for those who want to grab their fill at SONIC and then hit the open road this summer. For every item purchased, 100% of the proceeds will be donated to support public education through the SONIC Foundation. *
The LIVE FREE EAT SONIC campaign was developed in partnership with SONIC’s creative agency of record, Mother Los Angeles.
“SONIC has always stood out from the monotony and rules of the fast-food landscape, with its crazy inventive menu filled with food and drinks you can’t find anywhere else. There’s a joyful magic to the brand. With the new Chief Ingenuity Officer and his Department of Research and Deliciousment, we leaned into SONIC’s mission to remind people that when they choose to live free of routine, boredom, and the same old same, there’s always a little more fun to be had,” said Jed Cohen, Executive Creative Director, Mother Los Angeles. “We have so much in store that will firmly re-establish what SONIC has already been known for — a brand that brings unexpected joy into people’s lives wherever and however it can.”
SONIC, founded in 1953, is the largest drive-in restaurant brand in the United States, with more than 3,500 restaurants in 47 states. SONIC is part of the Inspire Brands family of restaurants. For more information, visit SONICDriveIn.com and InspireBrands.com.
*100% of net proceeds from merchandise benefit the SONIC Foundation, a division of the Inspire Brands Foundation. For more information about the SONIC Foundation, visit foundation.sonicdrivein.com.
