Signal Theory partnered with SONIC to develop a bold winter merchandise concept that would launch around Valentine’s Day 2025. The challenge was clear: create more than just branded products—deliver a scroll-stopping idea that would generate significant buzz for SONIC in the QSR space during the most romantic time of the year. The result was "Thirst Trap Undies," a provocative and unexpected merchandise line that cleverly played on SONIC's beverage leadership while tapping into contemporary cultural trends.