This is How You Sonic
Sonic
Challenge
Sonic was drowning in a sea of combo meals and limited-time offers. Everyone was screaming louder, but Sonic's actual differentiator — infinite customization at a drive-in with carhops on roller skates — was getting lost. How do you make people understand what makes you different when the category won't shut up?
Big Idea
We created the "This is how you Sonic" creative platform to showcase what Sonic actually is: a fast-food carnival where you can get anything, any way you want it. Thousands of drink combinations. Ice cream, however you dream it. All delivered on roller skates.
Results
27% sales increase in year one
The platform lasted over 15 years
Spot: This is How You Sonic
Spot: Desserts
Spot: Hot Dog