Introduction
By now, you’ve likely come across the viral trend of Grimace Shakes on TikTok and Instagram Reels, where people are often seen having an unpleasant reaction post-consumption. Despite violating conventional brand safety norms, this trend is proving beneficial for McDonald’s, offering an unorthodox take on the adage – “all publicity is good publicity”. Here at Prime Scale Creative, we are fascinated by this viral phenomenon.
Embracing the Unexpected
The skyrocketing popularity of TikTok in the US market has caused ripples in our music choices, fashion preferences, movie trends, and even our food habits. Notable instances include a surge in Doja Cat’s streaming numbers due to viral dance challenges, and unprecedented sales of the Minions movie, with fans turning up in suits and tuxedos. Now, it’s McDonald’s reaping the benefits of viral trends, courtesy of the bizarre Grimace Shake challenge.
The Viral Wave
The Grimace Shake Trend, with its tens of millions of views on TikTok, often features people consuming the purple-hued drink and experiencing peculiar side-effects, ranging from nausea to altered perceptions. One such video, shot on a Hi8 camera, showcases a group of teenagers who drink the shake at the beach and…well, just watch it.
We can’t promise it won’t make you feel—weird?
@donniedarkoismybabydaddy found footage from a night with the #grimace shake #happybirthdaygrimace ♬ original sound - donniedarkoismybabydaddy
McDonald’s Responds (Sort of)
meee pretending i don't see the grimace shake trendd pic.twitter.com/ZTcnLTESC8
— McDonald's (@McDonalds) June 27, 2023
McDonald’s Brand Win
In a strange turn of events, McDonald’s has bypassed the need for expensive advertising campaigns. The internet is generating content for them, albeit with an unexpected narrative. This trend not only thrusts the product into the limelight, but it’s also driving consumers to purchase the shakes and, likely, other McDonald’s products while they’re at it.
Though it remains to be seen how this trend will impact McDonald’s quarterly sales, the anticipation suggests an upward trajectory. The Grimace Shake trend could be seen as a stroke of User-Generated Content (UGC) luck, demonstrating the unpredictable yet potent impact of viral trends on product sales.
