Problem Solvers How Sonic Drive-In Solved Its Identity Crisis With Two Guys
Jul 7, 2025
Cliff Hudson, former CEO of Sonic Drive-In and co-author of the book 'Bricks and Clicks', shares insights alongside Craig Miller, former CIO. They dive into the creation of the iconic 'Two Guys' commercials, highlighting how this simple yet transformative idea emerged through testing and real-time feedback. The duo discusses Sonic's evolution from the 1980s struggles to a 1990s powerhouse, emphasizing innovative marketing strategies, the shift to engaging humor, and consumer re-engagement during crises.
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Sonic's Unique Differentiators
- Sonic had natural differentiation like made-to-order food and carhops, unlike competitors.
- The challenge was marketing effectively to highlight these unique qualities.
Early "Two Guys" Reality Format
- The initial "Two Guys" ads used hidden cameras to film competitor visits but felt mean-spirited.
- They quickly switched to filming the two guys at Sonic, focusing on fun without mocking others.
Comedy and Differentiation Combo
- The "Two Guys" campaign focused on differentiation by emphasizing Sonic's unique drive-in experience.
- Comedy emotionally hooked consumers, making them more receptive to marketing messages.