After hiding a giant fleece Frito Chili Cheese wrap in a long commercial and releasing a line of T-shirts corresponding with every state it operates in, Sonic has dropped a new fall line of branded merchandise that also ties in one of America’s most popular TV shows.
The Sonic Swag Shop, the drive-in restaurant’s e-commerce store, is now full of T-shirts, can coolers, socks and pins, all branded with different slogans or art related to the chain’s identity.
That’s all plenty exciting for Sonic fans, but one item in the drop has already sold out: a replica of the “America’s Got Talent” tumbler that judges use:
@AGT is looking good this season… 👀🥤 #AGT https://t.co/CpTYf827QK
— Sonic Drive-In (@sonicdrivein) March 30, 2021
The limited edition, 30 oz. tumbler was listed for $30. While those are sold out, fans can still get the other items, including several T-shirts. As an added bonus, one dollar from each T-shirt sale will go toward the Sonic Foundation, which provide supplies to public school teachers.
“SONIC’s new merchandise line offers the brand’s most loyal fans a chance to take the feel-good Sonic experience beyond the drive-in with timeless pieces,” Lori Abou Habib, chief marketing officer for Sonic, said in a press release. “Guests are able to represent a brand they know and love, and thanks to the Sonic Foundation’s proud partnership with DonorsChoose, $1 from each T-shirt sold will help fund teachers’ projects.”
While other fast food and snack food chains are going all out for their promotions lately, this one is relatively tame. There’s no wild all-over print, there isn’t a onesie to be found, and nary a bucket hat in sight.
But what this promotion does well is include a tie-in with a popular TV show, entice buyers with the promise of benefiting public school teachers and students, and wrap it all up in the implied exclusivity of a seasonal drop. There will be more Sonic T-shirts on the way. There will probably be more tumblers somewhat like this one. But they won’t be these exact ones, so shoppers are more likely to take action if they see something they like.
