Viral TikTok Trend of Horror-Like Videos Sparked by McDonald's Grimace Shake Promotion

McDonald's purple Grimace shakes have sparked a viral trend on TikTok, with users creating videos that resemble horror movies. The #GrimaceShake hashtag has garnered over 628 million views, as people film themselves pretending to pass out after drinking the shake. While the fast food chain may not have anticipated this reaction, it highlights the extent to which people enjoy engaging with brands, according to a marketing expert. The trend was triggered by McDonald's launch of the Grimace shake to celebrate the birthday of Grimace, the company's mascot.

CHICAGO - McDonald's recent launch of the purple shakes to celebrate Grimace's birthday, the beloved furry mascot, has sparked a viral trend on TikTok. Gen Z TikTokers are posting videos that resemble scenes from horror movies, with the hashtag #GrimaceShake amassing over 628 million views as of June 28.

While this reaction may not have been what McDonald's anticipated, it highlights the extent to which people enjoy engaging with brands, according to a marketing expert interviewed by Forbes.

One TikToker, @ruiz_alv04, posted a video on June 24 in which a boy takes a sip of the shake and appears to go berserk. The video then transitions to a staged crime scene, with the child lying on the sidewalk, seemingly unconscious or worse, surrounded by spilled Grimace shake. The video garnered nearly 9 million views in just three days.

In another video posted by user @wheresxander, the drinker takes a sip of the shake and is then shown lying on the ground, seemingly vomiting in a manner reminiscent of "The Exorcist." The video has received over 6.6 million views.

Another TikToker, @_loganross, pretends to be unconscious after sipping the Grimace shake, with the video showing them sprawled face-forward against a wall covered in purple liquid. This video has accumulated over 6.7 million views.

Grimace was introduced by McDonald's in the early '70s as part of an ad campaign featuring other McDonaldland characters such as Ronald McDonald, Hamburglar, and Captain Crook. Initially portrayed as a big, fuzzy blob with four arms, Grimace was later refined into its current form as a lovable purple blob with two arms.

The special birthday meal launched by McDonald's on June 12 was a nod to Grimace's love for milkshakes.

"McDonald's was reintroducing a familiar character for a new generation, and the Grimace Milkshake was a part of it," explained brand marketing expert Scott Steinberg. "Generation Z loves these throwbacks to childhood, even if it wasn't from their own childhood."

Grimace has also taken over McDonald's social media accounts, with one Instagram post inviting followers to a party celebrating the launch of the Grimace meal and purple shake.

Some social media users have speculated whether the promotion is tied to Pride Month in June.

"Grimace goes to pride," one user posted on Twitter, accompanied by a photo of Grimace adorned in rainbow colors.

Steinberg believes that McDonald's did not anticipate the seemingly grim videos that have emerged on TikTok in response to the Grimace milkshake.

"No, I can't imagine this is what McDonald's had in mind. But this is the era of creator content, trends can manifest in unexpected ways," Steinberg stated. "And the response on TikTok should give you an idea of how much people love interacting with brands today."

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