Paris Hilton and Nicole Richie have once again made waves in the fast-food industry. As People outlined, they recently became the face of some colorful signature Sonic beverages. This reunion during their three-part Peacock special, “Paris & Nicole: Encore,” also led to a high-profile collaboration with the fast-food chain Sonic.

Unlock the Flavors of Celebrity Fast-Food Collaborations

The Paris and The Nicole: Sonic Iconic Drinks Campaign

The Paris and The Nicole are integral parts of the Sonic Iconic Drinks campaign. The Paris features Sprite, dragonfruit flavor, and real lemon and lime, topped with whipped cream and Nerds. This unique combination creates a refreshing and indulgent beverage. On the other hand, The Nicole contains Dr Pepper, sweet cream, vanilla flavor, and real strawberries, also topped with whipped cream. These limited-time drinks not only offer a taste of nostalgia but also have the potential to drive decent sales numbers. 2: The Sonic Iconic Drinks campaign showcases the creativity and innovation of both Paris Hilton and Nicole Richie. By collaborating with Sonic, they have brought together their star power with the popular fast-food chain. The result is a series of beverages that stand out in the crowded beverage market. These drinks are not just about taste; they are a symbol of the partnership between two iconic figures and Sonic.

A History of Celebrity Fast-Food Collaborations

Over the years, a litany of celebs have popped up in fast-food ads. Beyoncé, Britney Spears, Chrissy Teigen, Nelly, Matthew McConaughey, Kristen Wiig, Kate Upton, Pink, and others have all taken part in fast-food marketing campaigns. According to Marie Claire, this trend has been ongoing for a long time. But more recently, fast-food campaigns have pushed even harder on celebrity endorsements, often with provably positive results. 2: For example, rapper Travis Scott's involvement with McDonald's in 2020 was a huge success. It drove app registrations up 46% compared to the month prior and doubled sales of the red-and-yellow brand's Quarter Pounder during the week after the campaign launched. McDonald's also partnered with South Korean boy band BTS, resulting in a 250% jump in sales of Chicken McNuggets in Korea and a 12% increase in restaurant visits in the United States. These collaborations have shown the power of celebrity endorsements in driving sales and increasing brand visibility.

Why Celebrity Fast-Food Collabs Might Work

In today's era where consumers are hyper-aware of celebrity goings-on via social media, creating buzz and hype is key to success in the fast-food marketplace. As Forbes indicated, the press and online media often highlight these collaborations, increasing their visibility. Associating with celebrities also elevates the brand's status and desirability among consumers, contributing to a positive consumer perception and enhanced brand image. 2: Authenticity matters as well. When a celebrity is an admitted fan of a particular fast-food brand, their endorsement feels organic and genuine. For instance, Travis Scott's endorsement of McDonald's made sense as he was a fan. Justin Bieber's endorsement of Tim Hortons was also successful as he even played a song about the Canadian coffee-and-donut chain during a Zoom call. These connections can create loyalty, especially among younger generations who may not have grown up with traditional fast-food experiences.

Some Criticism of Fast-Food Collabs as Cynical, Shallow Marketing

In 2021, Jwan Salih Mohamedali Omer wrote for The Varsity, adding context to the trend of celebrity fast-food collabs. He pointed out that our relationship with celebrities has changed due to social media. They are no longer mysterious figures but offer a glimpse into their personal lives. These collaborations help establish a parasocial connection with celebrities. 2: However, there is also criticism. Fast-food chains are often seen as antithetical to health and small businesses. During the same month that McDonald's BTS campaign launched, the chain's workers were on strike for an increased minimum wage. This shows that despite the clever marketing, there are underlying issues. These collaborations are a reminder that we are susceptible to heavy marketing and the promise of a new sauce.