The Grimace Shake: When McDonalds Let The Internet Take Over 

I decided to write about McDonald’s and the Grimace Shake trend because it’s one of the wildest examples of how social media can completely flip a marketing campaign on its head. When McDonald’s released the limited-edition Grimace Shake last year for the character’s birthday, people didn’t just drink it. they made it into a horror movie. My entire TikTok feed turned purple overnight.

Background: 

McDonald’s dropped the Grimace Shake in June 2023 to celebrate the birthday of Grimace. The  big, purple, blob-looking mascot from McDonald’s old-school commercials. The shake was berry-flavored, bright purple, and mostly designed to be a fun nostalgia hit. The value proposition was simple: bring back childhood memories, create something Instagram-worthy, and remind people that McDonald’s can still be playful with its branding.

Value Proposition:

• Tap into nostalgia 
• Offer a visually unique, post-worthy product
• Connect with Gen Z without forcing a trend

What people are saying: Here are some real Reddit comments about the McDonald’s Grimace Shake trend, showing what people were actually saying

1. On r/McDonaldsEmployees, a former employee wrote:

“I used to work for McDonald’s, … we got the grimace shake and I honestly didn’t think it was bad. … But I’ve been seeing people … somehow ending up unconscious or dead … Is it just stupid internet meme 

link: https://www.reddit.com/r/McDonaldsEmployees/

       2. Another on the same thread said:

“One of the listed ingredients is like ‘Grimace syrup’ or some shit, so I think the joke is that it’s like Grimace’s blood or something.”  

      3. On r/McDonalds, a user shared:

• “I just tried to get a grimace meal and the workers completely refused to make me a shake and gave me a frappe instead 😭”

Link: https://www.reddit.com/r/McDonalds/

Marketing Takeaways:

From a marketing standpoint, McDonald’s handled this trend brilliantly. They didn’t overreact or try to “fix” the meme, they let the fans drive the story. Forbes even reported that the Grimace Shake helped McDonald’s beat their quarterly sales expectations that summer. The company leaned into the chaos instead of fighting it, which made them seem fun, flexible, and very in touch with Gen Z humor. If I were the brand manager, I’d take it further by starting an official #GrimaceChallenge and encouraging safe, creative posts. They could’ve dropped limited-edition Grimace merch or a mobile game to extend the hype. That would keep engagement going even after the shake disappeared.

What I would have done as a brand manager:

• Launch an official #GrimaceChallenge encouraging safe, funny videos
• Release limited-edition Grimace merch during the peak of the trend
• Create a small mobile game or AR filter to extend engagement
• Post a self-aware, humorous official video to capitalize on the attention

All of these would strengthen the brand’s connection to the trend while keeping the tone fun and light.

 What I Learned:

The Grimace Shake phenomenon showed how unpredictable social media is and how powerful it can be when brands allow audiences to take the lead. McDonald’s didn’t create the meme—they just understood the assignment. The shake became more than a product; it became a moment of internet culture, and McDonald’s benefited by letting the fans drive the story.

This trend also taught me that the most successful viral moments often come from consumer creativity, not traditional marketing. When brands try too hard to control narratives, they usually fail. But when they lean in and trust the audience, the results can be massive.