Introduction
In the summer of 2023, the internet was awash with viral sensations: girl dinner, the Roman Empire, and a peculiar purple beverage from McDonald's. The Grimace Shake, a vanilla-berry milkshake introduced to celebrate the 50th anniversary of the burger chain's iconic mascot, became an unexpected phenomenon. Users on TikTok filmed themselves sipping the drink, then cut to a mock horror scene of their 'death' – a trend that amassed over 2.9 billion views and reportedly boosted McDonald's sales by 10% that quarter. But how did the company react to a trend that seemed to mock one of its own products? Nearly three years later, Guillaume Huin, senior marketing director at McDonald's, shared an inside look on X (formerly Twitter) detailing the team's journey from shock to strategic engagement.
The Unexpected Viral Phenomenon
The Grimace Shake trend was simple yet bizarre. Users would film themselves enjoying the purple shake, then abruptly transition to a scene depicting their own demise. This 'pure Gen Z humor,' as Huin described it, took the platform by storm. The shake was originally launched in June 2023 as a limited-edition item, but no one at McDonald's anticipated the creative – and morbid – direction TikTok users would take it.
Huin first encountered the trend while scrolling social media at home. He saw a cascade of videos showing people 'losing control' after trying the shake. Unsure of the implications, he decided to alert management and leadership. In his X post, Huin admitted, "At first, I won't lie, this felt like telling your parents about a massive mistake you made that would ruin all your hard work." His initial text to the team explained the situation as "a very unexpected trend taking over TikTok with Grimace Shakes," and reassured them that "it's pure Gen Z humor, so do not take it badly even though it might be disturbing."
Initial Reactions from McDonald's
For a legacy brand like McDonald's, a trend where people pretend to die from a product is a marketing nightmare. Huin initially believed the company would avoid engaging with it. Yet, rather than panicking, the team was given time to monitor the situation and connect with cross-functional teams. An internal email with the subject line "what to do?" circulated as they brainstormed the best approach.
The executive later revealed that they never considered planting the trend. In his X post, he wrote: "If you think we planted the Grimace Shake trend … thank you. So much. But you think way too highly of us." This transparency offered a rare glimpse into how large corporations handle viral moments – often from a full-fledged situation room, but with more humor and restraint than outsiders might assume.
Deciding to Respond
After monitoring the trend, the team decided to respond – but with subtlety. Huin emphasized that any official reaction had to feel authentic and not "self-serving." They crafted a lighthearted acknowledgment that played along with the meme without endorsing the 'death' aspect. The response was posted on McDonald's official social channels, and it was met with enthusiasm from fans. The strategy showed that even a massive brand could engage with user-generated humor when done tastefully.
Huin's thread also included a screenshot of a text message exchange where he first reported the trend to his leadership. The message read: "Boom, we posted." This moment captured the team's shift from anxiety to proactive engagement. McDonald's ultimately turned what could have been a PR disaster into a viral marketing win, proving that sometimes the best response is to lean into the joke.
The Outcome and Legacy
The Grimace Shake trend not only boosted sales but also demonstrated the power of Gen Z humor in shaping brand perception. McDonald's reported a 10% sales increase in that quarter, partly attributed to the viral buzz. The shake itself has since become a nostalgic item, with Grimace even resurfacing on German social media in early 2025 after a new launch there.
Huin's willingness to share the behind-the-scenes decision-making offers valuable lessons for marketers. As he concluded, "If you thought we would never acknowledge the trend … well, I thought so too at first." The experience reaffirms that even the most unforeseen viral moments can be handled with creativity, collaboration, and a dose of corporate self-awareness.
For more on how brands navigate viral trends, see the section on the unexpected viral phenomenon. Or explore the initial reaction from McDonald's leadership.