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The SONIC Square Shake

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What do you do, if you have a bunch of tasty shake recipes in mind, but you are not able to take proper 2D photographes of your artistic 3D art works when they are finally ready? Goodby Silverstein & Partners has the ultimative answer for this.

In a partnership with SONIC and the well-known food Instagrammer @ChefJacquesLaMerde they launched the world’s first product designed for Instagram, only available through Instagram – SONIC #SquareShakes. The SONIC Square Shake will be entirely square, perfect for photographing and sharing, complete with a square cup and a square straw.

By the way, 56 million photos on Instagram are tagged with the topical hashtag and more than 178 million are tagged #food. "People are obsessed with capturing the world on Instagram, so we thought ‘What if we manipulated the real world to fit on Instagram?’ instead,” said Margaret Johnson, ECD & Partner, Goodby Silverstein & Partners, SONIC’s creative agency. “We are excited to partner with Chef Jacques La Merde, who is famous for turning simple ingredients into works of art on Instagram every day.”

The shakes will be available exclusively through “Shop Now” sponsored ads on Instagram to Coachella festival goers at the Base Camp festival grounds only on April 16. Through Instagram’s “Shop Now” geo-targeted sponsored ads, attendees will be able to order the shakes and sample them on the spot – a first-of-its-kind program for Instagram. Flavours such as Vanilla Bean, Buttered Toffee, Dark Chocolate, Bourbon Brown Sugar, Dulce De Leche and Wildberry & Lavender will be available. Samplers are then encouraged to share their Square Shakes on Instagram with the hashtag #SquareShake, thus completing the Insta-circle. For those unable to attend the festival and try a Square Shake first hand, SONIC’s famous Shakes – including the new line of Creamery Shakes – are available for half-price after 8 p.m. now and all summer long at SONIC.

Client: SONIC DRIVE-IN. Agency: Goodby Silverstein & Partners, San Francisco. Executive Creative Director: Margaret Johnson. Creative Director: Jon Wolanske.

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