McDonald’s Grimace mascot increased sales by over 11% thanks to TikTokers faking their brutal deaths.
McDonald's Grimace mascot increased sales by over 11% thanks to TikTokers faking their brutal deaths.
The Rise of the Grimace Shake: McDonald’s Unexpected Viral Phenomenon

In a surprising turn of events, McDonald’s has unwittingly found itself at the center of a dark and bizarre TikTok trend with their limited-time Grimace birthday meal. The Grimace shake, a vanilla-berry-flavored milkshake, was introduced on June 12 to celebrate the birthday of the beloved purple mascot, who apparently turned 52 years old. Little did McDonald’s know that this innocent promotion would spark a viral phenomenon that would help boost their sales by over 10% in the U.S. and nearly 12% globally during the second quarter.
What started as a simple marketing campaign quickly took on a life of its own when TikTokers began creating video clips of themselves pretending to writhe in agony after consuming the Grimace shake. These videos featured gruesome fake deaths, with internet celebrities like Zach King, Brent Rivera, and even Courteney Cox’s dog Lily becoming victims of the Grimace shake’s deadly reputation.
The hashtag #grimaceshake garnered a staggering 2.9 billion views on TikTok, catapulting the trend into the mainstream and further elevating McDonald’s brand presence. Alongside the Grimace shake, McDonald’s also attributed their revenue growth to their popular chicken menu items, particularly the Chicken McNuggets, and their innovative digital customer-experience offerings, such as the “Frequent Fryer Program.”
Chris Kempczinski, McDonald’s CEO, expressed his admiration for the brand’s ability to create cultural conversations and develop industry-leading innovations. The success of the Grimace shake trend, albeit unexpected, has proven the enduring power of the McDonald’s brand in capturing the hearts and minds of consumers.
Amidst the uproar caused by the Grimace shake trend, McDonald’s responded in their own cheeky way. Grimace himself took to Twitter to pretend he was oblivious to the trend, adding even more humor to the situation. Guillaume Huin, McDonald’s social media director, emphasized that the viral phenomenon was entirely driven by the fans and denied any involvement from the company. Huin recognized the brilliance and organic fun behind the trend, crediting a TikToker named Austin Frazier for the initial spark that ignited the phenomenon.
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The intentions behind the TikTokers faking their deaths after sipping the milkshake remain a mystery. What may have been considered a potential public relations nightmare turned out to be a PR bonanza for McDonald’s. People were not only buying Grimace shakes but also actively participating in the trend themselves. Huin attributed this success to the “brilliant creativity, unfiltered fun, peak absurdist Gen Z humor,” and the unique way this new generation of creators and consumers play with brands.
Grimace, the lovable purple blob and the best friend of Ronald McDonald, has been a staple of the McDonald’s brand since 1971. The character, speculated to represent a milkshake or a taste bud, hails from Grimace Island and comes from a large and colorful family, including Grandma Winky, aunts Millie and Tillie, and Uncle O’Grimacey. McDonald’s has certainly struck a chord with audiences by introducing such unconventional mascots that capture the imagination of both young and old.
McDonald’s is not the only brand capitalizing on Gen Z’s absurdist humor. Language-learning app Duolingo has also embraced this style and turned its mascot, a green owl named Duo, into a TikTok personality with over 7.2 million followers. Duo’s videos range from comedic expressions of love for pop star Dua Lipa to veiled threats against Duolingo users who fail to complete their daily lessons. These unconventional mascots and their online personas have become cultural icons that resonate with today’s youth.
In conclusion, McDonald’s unintentionally ventured into the realm of viral marketing with the Grimace shake trend. By harnessing the power of social media and embracing the creativity and humor of Gen Z, McDonald’s experienced a significant boost in sales and brand awareness. The success of this unexpected phenomenon showcases the brand’s ability to adapt to evolving consumer tastes and leverage cultural conversations. With the Grimace shake and other innovative campaigns, McDonald’s continues to solidify its position as a leading player in the fast-food industry.