SONIC: Slush Mood Ring
SONIC Drive-In was stuck in a conundrum - their always evolving, endless menu is makes them stand out, but sometimes all people want is the reliable combo meal they’ve known and loved since childhood. Because it’s true, the more options we have to choose from, the less we trust our gut to choose.
So we realized, the hundreds of thousands of possible drinks on SONIC’s massive, customizable menu actually makes people more overwhelmed than overjoyed.
To help folks settle on a drink choice, we turned toward magic for a little help. A play on y2k mood rings, the SONIC Slush Ring guides you to flavor satisfaction.
Yes, the ring actually worked. This isn’t magic, this is advertising. Very serious stuff. SO serious that Hypebeast wrote about it, we received 13.4 million views across Tiktok and Instagram, gained 80k NEW followers on Sonic’s TikTok, and the SnapChat filter had a 34% higher playtime rate compared to the average QSR lens.