Sonic is a chain of fast food restaurants that dot the highways and byways of rural and suburban America - theoretically at least as we’ve never actually seen one, but the FYMD QSR Division swears they exist. Also the torrential flood of “new news” product development spams America’s airwaves incessantly spruiking such delicious menu items as the “garlic butter bacon burger” and the “cake batter shake.”

Right. They also have two different creative approaches:

1: A straight benefits driven product announcement/new product launch

2: Creating occasion and driving footfall with offers and relatability

FYMD applauds this because it doesn’t take a team of consultants to tell you that showing a hot off the griddle cheeseburger and glistening fries sells more cheeseburgers and fries, but mostly because their consumer occasion strategy creatively highlights their core target audience whom the FYMD Segmentation Research Team refers to as…charmingly downmarket.

Anywho. Today we’re tackling the “Mocha Crunch Blast” which is a delicious AF coffee and chocolate flavored ice cream treat - again theoretically as we’ve never had one or are able to find a Sonic to procure one - the FYMD Ivory Tower is real tall. And made of ivory. For reals.

So, faceless Sonic employees are making this treat to order and even Ella, FYMD’s head of business development and raging vegan warrior started drooling as the chocolate type product was being poured into the ice cream like substance because it looks fucking amazing.

But then…rando Sonic employee says, “We’re gonna need more espresso chunks”

And that’s where this all goes pear shaped….