Sonic Defends Its Use of the Word ‘Bae,’ Bruh

You’ve probably already noticed the Twitter account “BrandsSayingBae,” created to mock various consumer brands’ use of trending slang terms in order to be “on fleek” with the young folk.

The account won coverage via almost every media outlet, quickly jumped from a few hundred followers to 24,000, and inspired more than one thinkpiece about how clients and their agencies need to cut it out already and stop pretending to be people.

Today, Sonic became the first to fight back:

The argument here isn’t really that Sonic used the term before anyone else and therefore has more of a “right” to do so than its competitors. There’s no “authenticity test” in sight.

The takeaway, rather, is that Sonic developed its Urban Dictionary-inspired voice by responding to user engagement and feedback, or giving its fans what they want rather than trying to win awards or impress jaded-by-nature media bloggers such as ourselves.

We don’t personally follow Sonic, and we don’t plan on frequenting the business anytime soon as its nearest location is in Weehawken, New Jersey. But the bros do make a pretty good point.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.