While it is not uncommon to see food and drink crossovers for different video games, one of the odder recent examples being a Space Invaders-branded sake, a marketing match made in heaven is undoubtedly Sega's iconic mascot Sonic the Hedgehog encouraging others to match his speed by taking an energy drink. Today, G Fuel announced a crossover drink called "Sonic's Peach Rings" that will be available to American audiences on August 12.
The drink, which comes in a can swirled with dark blue and gold to represent the hedgehog and his classic collectible, is "bursting with peach gummy flavor" and will "give gamers everywhere the extreme energy and focus" to defeat Dr. Eggman, according to G Fuel's news release. According to Sega of America's Manager of Licensing Michael Cisneros, "Sonic the Hedgehog has always been a character that embodies perseverance and endurance," which he said is central to G Fuel's brand.
Each can of Sonic's Peach Rings will be 16 oz, but on August 19 G Fuel is also releasing limited-edition collectors boxes in the U.S. and Canada through its website that each include a 40-serving tub and a 16 oz shaker cup. Sonic is not the only video game property to get on an energy drink, as Bungie partnered with Rockstar Energy in 2017 for a Destiny 2 promotion that added new in-game loot.
While Sonic the Hedgehog has been an icon in the world of video games since his early days competing with Mario on the Sega Genesis, some might argue he is more prevalent in the wider popular culture sphere than ever thanks to Paramount Picture's movie released earlier this year. That film did so well at the box office that a sequel has already been greenlit by Paramount, though no word has been given on when fans can expect to see it.
The blue blur is not completely jumping ship from his origins in the interactive medium just because he did so well on the silver screen. Aaron Webber, the former head of the Sonic the Hedgehog Twitter account, said Sega is planning on improving the quality of Sonic's games by taking more time to develop his next outing.
Fans of Sonic the Hedgehog will have to wait for August to know whether his new energy drink lives up to the character's legacy, for better or worse. For those who prefer some of Sega's other classic properties, the company recently announced a remake of 1986's Alex Kidd in Miracle World.
Source: G Fuel