Photo: Sonic, AdAge
Younger consumers are fueling a surge in cold drink experimentation, and Sonic is hoping to ride the wave with its newest campaign.
Sonic has been serving customized drinks for years and has long been a pioneer in the personalized beverage space, which has helped pave the way for the growing “dirty soda” trend- where standard sodas are dressed up with creams, syrups or fruit juices.
The “Coke Your Way” initiative promotes the brand’s beverage customization offering by letting customers enjoy a free Coca-Cola drink of any size. They can then personalize it with any of Sonic’s extensive add-in options, like cherry, coconut, lime, sweet cream, or vanilla, at no extra cost, even though these typically carry a 30 to 50 cent surcharge.
To fuel excitement around the campaign, Sonic has teamed up with three music artists: Benny Blanco, Machine Gun Kelly, and Jessie Murph who are showcasing their own signature drink mixes on social media, inviting fans to recreate them using the Sonic app.
As Sonic’s chief marketing officer Ryan Dickerson explained, the campaign centers on how beverage customization can serve as a form of personal expression, which is why the brand chose artists whose distinct personalities could be reflected in their unique drink combinations.
Limited-time drink offers are an easy way for fast-food chains to entice consumers to visit. If they buy food at the same time, all the better. To redeem the Coke offer, consumers must order in the app, where they need to tap the Deals tab to redeem their free Coca-Cola Your Way reward. They choose any size Coca-Cola, Diet Coke or Coke Zero, then add flavors and add-ins.
Sonic isn’t the only chain that has been hammering drinks. While McDonald’s drinks-focused CosMc’s closed this year, the Golden Arches tested some of those drinks on its regular menus. Taco Bell has been opening more beverage-focused Live Más Cafés. And chains such as Fiiz and Swig specialize in dirty sodas.
Sonic is doubling down on cold drink customization even as temperatures drop, recognizing a broader shift in consumer habits – especially among Gen Z. As Sonic’s CMO observes, cold beverages continue to outperform hot drinks, with 59% of Gen Z favoring iced or frozen options compared to just 21% of baby boomers who still prefer hot coffee. This generational shift reflects a disinterest in “inheriting” their parents’ coffee culture, and a growing desire for beverages that allow for self-expression through flavors and mix-ins.
Sonic is capitalizing on this trend by leaning into its longstanding drink customization program and the popularity of its signature ice, while also responding to a broader move away from alcohol and toward sodas and energy drinks. Their latest campaign reinforces their role as a leader in personalized beverages at a time when cold drinks are shaping new consumption habits.
