One year after Sonic debuted its bizarre "Sipsters" videos, the fast-food brand, with help from Goodby Silverstein & Partners, is reviving the characters for a social campaign promoting new flavors of its Lemonade and Frozen Limeade drinks.
Sipsters are cartoonish characters painted around the mouths of well-known improv comics and social influencers, with mustaches doubling as hair and little bodies dangling from chins. In five new spots that will run online, the characters banter, joke and bicker while sipping on flavors like Blue Raspberry, Cherry and Strawberry.
The campaign, #AmazeYourMouth, is rolling out this summer on Sonic’s social media platforms. In addition to the videos, consumers are able to use the GIPHY CAM app to make gifs of the characters placed over their own mouths. That element of the campaign will run until June 24.
"We created this funny world where mouths interact with each other and talk about Sonic’s drinks like people would," said Margaret Johnson, partner and executive creative director of Goodby Silverstein & Partners, in a statement.
In "Newscasters," two mouths bicker while broadcasting the news. In "Sleepover," girl Sipsters are more excited about frozen blue raspberry lemonades than the fact that one of them opened a portal to space. In "Campfire," a Sipster tells a scary story about a beast that steals watermelon limeade. In "Coach" a player mouth and coach mouth argue on the field, and "Two Horsemen" features two cowboy mouths making jokes about a cactus.
"We expect this content to be very shareable, drive our drink business and solidify the brand as among the most innovative in our space," said Todd Smith, president and chief marketing officer for Sonic, in a statement.
Though you can’t see their eyes, some famous personalities have lent their mouths to the Sipster videos. Peter Grosz and T.J. Jagodowski, familiar to Sonic fans as the Two Guys from the brand’s long-running TV campaign, make an appearance, as does John Lutz of "30 Rock" and Chelsea Devantez and Carisa Barreca of Second City, the Chicago improve troupe. Social media influencers Zach King, Arantza Fahnbulleh and 80Fitz also appear—a nod to the brand’s millennial target. King currently has 3.9 million Vine followers and 793,968 YouTube subscribers; 80Fitz boasts 1.1 million Vine followers and 157,000 Instagram followers and Arantza Fahnbulleh has 607,000 followers on Instagram. The stars improvised 15-second and 30-second versions of each story.
"When ideating concepts for the campaign, we thought it would be really fun to use SONIC’s specialty drinks as the basis for compelling improv," Smith said. "We secured a group of very talented comedic personalities and actors who played perfectly off the theme and the results are hysterical," he said.
The new ads expand upon the original "Sipsters" campaign, launched last year in an attempt to gain more Millennial customers. Those "Sipsters" videos have racked up 225,000 total engagements on Facebook and increased organic traffic on the site by 40%, the brand said.