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OKLAHOMA CITY - Sonic Corp. has launched its first concerted effort to create a brand identity for its Wacky Pack kids' meal program, offering family-oriented toys to stimulate learning and make Sonic a household name.
If the program is successful, kids will be smarter and Sonic Drive-In restaurants will have stronger repeat business from families, according to Pattye Moore, vice president of marketing and brand development.
Sonic first branded the meals in 1992 and occasionally offered premiums with an educational angle, but "we never stood back and said [education] will be the focus," Moore said.
"We wanted to take Wacky Pack to the next level," she explained, positioning the meals in line with the overall Sonic Drive-In positioning as a family-oriented chain of nearly 2,000 units.
Sonic did not want to give away licensed toys, as other chains do, Moore said, because those toys do not involve family interaction. Instead, Sonic called on child development experts to help...