Step into the fast-paced world of brand innovation as Jimmy Fallon and Bozoma Saint John challenge contestants to create the next viral sensation for Sonic Drive-In, culminating in unforgettable jingle performances by Erika Jayne and a surprising elimination.
The October 10 episode of On Brand with Jimmy Fallon plunged its nine remaining contestants into the vibrant world of fast food, tasking them with a challenge from Sonic Drive-In. This pivotal episode pushed creativity to its limits as teams vied to craft the next iconic beverage and a jingle catchy enough to go viral.
As Jimmy Fallon and Bozoma Saint John guided the innovators, the stakes were high, with one competitor facing elimination and another earning the coveted win. The episode was a masterclass in marketing, product development, and the power of a memorable brand campaign, featuring a surprise appearance that had fans buzzing.
The Sonic Challenge: Crafting Viral Beverages and Jingles
The core of the challenge, as presented by Sonic Brand President Jim “JT” Taylor, was to invent a new beverage with significant viral potential that could be sold year-round, moving beyond Sonic’s traditional seasonal offerings. Contestants were given a wide array of ingredients and tools, with the crucial instruction to align their creations with Sonic’s brand identity.
Mackenzie Gibson, Sonic’s VP of Culinary and Menu Innovation, joined JT in evaluating the concepts, focusing on feasibility, alignment with Sonic’s existing menu, and overall customer appeal. The winning concept needed not just a delicious drink but also a memorable jingle to drive its marketing campaign.
Contestants’ Initial Pitches: A Taste of Innovation
The episode kicked off with each contestant pitching their initial drink concepts and accompanying jingle ideas:
- Sabrina Burke introduced “Crackalicious,” a soda in a chocolate-coated cup designed to be squeezed. JT suggested renaming it “Crackle’icious” to avoid unfortunate connotations.
- Elijah Bennett presented “Scone Sip,” an idea that, despite an a cappella jingle, raised questions from Sonic executives about its alignment with customer preferences.
- Bianca Fernandez offered “Bandit Bourbon Caramel Cold Brew,” a concept that highlighted Sonic’s robust coffee offerings and immediately caught the judges’ attention.
- Lauren Karwoski envisioned a “Glow”-infused health drink, while Ryan Winn pitched “Moon Mist,” noted for having too many ingredients.
- Pyper Bleu’s “Tiramisu Float” was deemed delicious but not practical for a drive-in setting, and Azhelle’s “Cheesecake Cold Brew” also capitalized on Sonic’s coffee.
- Mahiri Takai’s “Gummy Yummy Berry Slush” had viral potential, but JT expressed concern over the practicality of wet candy.
- Dr. Raj Srivastava, known for his creative flair, presented a fire-and-ice themed concept, though its execution was less impressive.
Based on these initial presentations, Bianca Fernandez and Sabrina Burke were selected as the creative leads for the two competing teams.
Teamwork and Twists: Refining Concepts for Success
Following feedback from the executives, the teams refined their concepts. Bianca’s team, consisting of Ryan, Lauren, Azhelle, and Elijah, modified her original drink, stripping away some elements while retaining the core coffee component.
Meanwhile, Sabrina’s team, which included Raj, Mahiri, and Pyper, made a significant pivot by incorporating coffee into Sabrina’s original concept—a move that surprised Bianca, who had also focused on coffee. Dr. Raj contributed his academic skills, researching flavor preference statistics to inform their decisions. A crucial part of this stage was a customer taste test designed to provide immediate feedback to the judges.
The Iconic Performance: Erika Jayne’s Unforgettable Jingles
The customer taste test session took an unexpected and delightful turn with the appearance of Real Housewives of Beverly Hills cast member Erika Jayne. She brought the jingles to life with high-energy performances, showcasing her signature flair. Bozoma Saint John, co-host and CMO of On Brand, expressed her joy at working with a fellow cast mate, telling NBC Insider, “Erika’s fantastic. I love her so much. It’s like being able to do the work with your friends, with someone you genuinely like? It’s amazing.”
Erika Jayne delivered a “Crackle’icious” bop reminiscent of her own dance music releases, then pivoted dramatically to a country-inspired jingle, complete with roller skaters in cowboy hats. Of the country performance, Jayne commented to BravoTV, “That was completely not my lane, but I enjoyed it. I’m born and raised in the south, so I just pulled out my country twang and went for it.” Her surprise appearance garnered an ecstatic scream from contestant Elijah, highlighting the celebrity buzz she brought to the challenge.
Challenge Outcome and Elimination: Triumphs and Farewells
After the presentations and taste tests, the moment of truth arrived. Bianca Fernandez’s team was ultimately declared the winner of the Sonic challenge. This marked Bianca’s third time as a creative lead, and she expressed immense relief and satisfaction, not only for her personal win but for saving her teammates from potential elimination.
Unfortunately, the episode concluded with an elimination. Dr. Raj Srivastava was asked to leave the competition. While Fallon and Saint John acknowledged his creativity and interesting ideas, they noted that his concepts consistently failed to coalesce into fully actionable campaigns, a crucial element in brand innovation.
The episode successfully integrated beverage development, marketing strategy, and live performance into a single, high-stakes challenge. With Bianca Fernandez securing another victory and Dr. Raj Srivastava departing, the series continues with eight contestants advancing to the next round, ready to face new branding hurdles.
