Sonic Drive-In
Wag Shop
/ About the project
Merchandise programs continue to pop up in the QSR space as a means to grow brand loyalty. To stand out among competitors, SONIC recognized the need to design a niche line of merch unique to their audience’s lifestyle and the drive-in experience.
To kick things off, SONIC offered free Wag Cups, dog-friendly whipped cream treats, in the app. Then came time to launch The Wag Shop, a nine-product merch collection that gave dog owners the chance to show some puppy love and spread some tail-wagging brand loyalty.
/ Insight
Pet owners are a whole lot more likely to choose brands they know are pet friendly. So we took advantage of anthropomorphism. It’s becoming a common phrase within the pet industry because more and more pet owners are wanting to provide their pets with humanlike products or experiences. You might also see this described as pet humanization.
/ Results
213M Earned impressions
349K Wag Cups Sold
200% Industry Engagement Rate
