Grimace Shake Explained

Grimace Shake
Type:Milkshake
Currentowner:McDonald's
Introduced: (United States)
(Canada) (United Kingdom)
Discontinued: (United States)

The Grimace Shake is a berry-flavored milkshake that was first sold at McDonald's restaurants in the United States of America from June 11 to July 11, 2023, to celebrate the 52nd birthday of Grimace, the purple milkshake-loving character from McDonaldland. The shake was then introduced in Canada for a second limited run the following year, starting on May 15, 2024. The shake was then introduced in the United Kingdom for a third limited run later that year starting on August 28, 2024 to promote the 50th anniversary in the United Kingdom.

The shake gained popularity on TikTok and YouTube with the #GrimaceShake trend, where users filmed themselves drinking the shake and then finding themselves in ominous, staged, and gruesome situations. McDonalds' said they did not orchestrate the TikTok trend but benefited in sales from the increased attention. Part of McDonald's promotion of the drink involved McDonalds' paying Fandom to replace the McDonald’s Wiki page for Grimace with a promotional advertisement, which angered fans.

Background

The character Grimace was introduced in the McDonaldland media franchise in 1971 as "Evil Grimace".[1] [2] His original character had four arms and would steal people's milkshakes. McDonald's soon changed his character to a purple, smiling blob with two arms and a love for milkshakes who accompanied Ronald McDonald and other benevolent characters in advertisements and commercials. Some McDonald's representatives described Grimace as an "embodiment of a milkshake or a taste bud", but his identity remains up to interpretation for many fans. McDonald's describes that Grimace is a character who comes from Grimace Island, along with other family members including Uncle O'Grimacey who is known for bringing Shamrock Shakes for Saint Patrick's Day. In the United States release of the shake, the exact date of his birthday was uncertain, though during the Grimace Birthday promotion in June 2023 he was stated to be 52 years old.[3] After the shake was released in Canada, his birthday was stated to be June 12, 1972.[4]

Product description

The Grimace Shake is a purple, berry-flavored milkshake. It is a combination of vanilla soft serve and berry flavors.[5] The company did not disclose which flavoring had been used,[6] and consumers reported that they tasted other flavors like Fruity Pebbles or bubblegum. The shake was released as a standalone product and as part of the Grimace Birthday Meal, which consists of the shake, medium fries, and a choice of a Big Mac or 10-piece Chicken McNuggets.[7]

Roll-out

In June 2023, McDonald's announced the release by changing their profile picture on social media platforms TikTok, Twitter, and Instagram to a picture of Grimace looking at the Grimace Shake.[8] To accompany the release of the meal, McDonald's released a Game Boy-themed browser game, Grimace's Birthday, developed by Krool Toys, and other Grimace-inspired merchandise.[9] [10] McDonald's paid Fandom to replace the article about Grimace on the McDonald's Wiki with a promotion for its Grimace merchandise, which led to controversy. McDonald's suggested that people donate to the Ronald McDonald House Charities "in lieu of gifts" for Grimace.[11] The Grimace Shake has been discontinued in the United States as of July 9, 2023, as the "Grimace's Birthday Meal" promotion is over.[12]

As of May 14, 2024, participating Canadian McDonald's locations offer the shake for a limited time after multiple responses from consumers suggesting that the shakes should be available on the nation's menu.[13]

Critical reviews

Some have been confused as to what the Grimace shake tastes like, with McDonald's employees citing that it tastes like "Grimace" after being asked by a customer about its flavor. In addition to this confusion, the Grimace Shake received polarized reviews. Dane Rivera of Uproxx called it the best flavor in the McDonald's milkshake lineup.[14] Delish gave it a positive review, calling it "the sweetest berry smoothie of your life".[15] Rechel Chapman, writing for Elite Daily, was "not a fan of the flavor", which she described as "very fruity and artificial tasting".[16] A review by Insider described the taste as smooth and not too sweet, but also artificial and ultimately underwhelming.[17] Steven Luna of Mashed.com said that despite the shake being "pretty" and "magical-looking", it was disappointing and a "troubling tribute to a garrulous grape-colored goofball who deserves so much better".[18]

TikTok trend

A TikTok video trend with the hashtag #GrimaceShake began circulating after the release of the shake. In the video, users recorded themselves wishing Grimace a happy birthday while drinking the shake. The video then cuts to a scene of the users finding themselves in unusual positions and in strange locations, or being discovered dead while covered in the drink.[19] The videos are staged to look like a crime scene with the shake splattered around, implying that Grimace is the assassin who is responsible for their transformation.[20] [21] [22] TikTok user @thefrazmaz (Austin Frazier) was considered to have created the first instance of this trend. This trend stemmed from a similar trend involving the Whopper released to promote due to both products having unnatural colors. The trend spread to other products, such as Barbie-themed products by Krispy Kreme and Cold Stone, where consumers appear more feminine or "yassified" after consumption.[23] [24] As of July 12, the hashtag had over one billion views.

Response from McDonald's

McDonald's did not anticipate the Grimace Shake's popularity or its related trends. The company responded publicly to the trend with a TikTok video starring Grimace captioned: "meee pretending i don't see the grimace shake trendd," a humorous attempt from McDonald's to inadvertently address the trend.

McDonald's social media director Guillaume Huin said the Grimace Shake trend was unexpected and described it as "brilliant creativity, unfiltered fun, peak absurdist gen z humor." However, at the time he felt that acknowledging the trend would be risky, as he felt that "the campaign was already wildly successful, both on a social and business standpoint, so why would we take the 'risk' to jump in?."[25] [26]

Sales impact

The launch of the Grimace Shake and its resulting publicity increased McDonald's next quarter sales by 10.3% in stores that had been open for at least a year.[27] [28] In the April–June period of 2023, sales rose by 12%, exceeding The Wall Street Journals estimate of 9.3%. In the quarter after the Grimace Shake release, McDonald's reported $6.5 billion in sales which beat sales estimates by $200 million. However, the increased business was a nuisance to some employees as some customers poured the shake on themselves in the store.

Controversies

Advertising

Many speculated that the Grimace Shake trend on TikTok was an intentional advertising strategy to raise awareness of the McDonald's brand for younger audiences; its indeterminate flavor and unnatural purple color have garnered significant attention on social media platforms. However, the company has stated that it never intended for the shake to become so viral, with McDonald's social media director saying "This was a level of genius creativity and organic fun that I could never dream about or plan for—it was all from the fans, and the fans only."[29] The virality of the trend on social media also boosted McDonald's sales as many came to McDonald's to buy the shake after seeing the trend on TikTok, resulting in stores running out of ice cream early in the day.

Fandom advertisement

Around the time of the June 2023 release, McDonald's paid Fandom to replace the Grimace page on the McDonald's Wiki with an advertisement promoting the Grimace Shake and other pieces of Grimace media, such as the video game.[30] Nathan Steinmetz, who wrote the original Grimace article, said that the move disrupted editorial independence.[31] Fandom staff stated that the paid advertisement from McDonald's would last for the duration of the Grimace Shake promotion, and users would not be able to edit the page.[32]

External links

Notes and References

  1. Web site: Kayembe . Astrid . 2023-07-12 . Why was the internet obsessed with McDonald's mascot Grimace — and his shake? . live . https://web.archive.org/web/20230717183625/https://www.latimes.com/entertainment-arts/story/2023-07-12/what-is-going-on-with-the-grimace-shake-let-us-explain . July 17, 2023 . 2023-07-16 . Los Angeles Times.
  2. Web site: Panella . Chris . A history of Grimace, the bizarre McDonald's mascot now making a comeback as a queer meme icon . 2023-11-06 . Insider.
  3. Web site: Cristina . Alexander . 2023-06-13 . McDonald's Released a Brand-New Game Boy Color Game for Grimace's Birthday . 2023-07-19 . IGN Southeast Asia . July 19, 2023 . https://web.archive.org/web/20230719063140/https://sea.ign.com/mcdonalds/200671/news/mcdonalds-released-a-brand-new-game-boy-color-game-for-grimaces-birthday . live .
  4. Web site: McDonald's Grimace Shake Is Officially Back . 14 May 2024 . 27 May 2024 . . Kassel . Courtney .
  5. Web site: 2023-06-15 . McDonald's says its Grimace Shake is berry-flavored. Customers have other theories . 2023-07-18 . TODAY.com . July 18, 2023 . https://web.archive.org/web/20230718203922/https://www.today.com/food/trends/mcdonalds-grimace-shake-berry-flavor-reaction-rcna89490 . live. Lamour. Joseph .
  6. News: Tan . Eli . Fowlkes . Tamia . 2023-07-01 . Grimace shake trend mixes horror with McDonald's mascot on TikTok . Washington Post . 2023-11-06 .
  7. Web site: Gibson . Kelsie . What Does the Grimace Milkshake Taste Like? All About the Viral McDonald's Drink . 2023-07-16 . People . July 16, 2023 . https://web.archive.org/web/20230716232024/https://people.com/what-does-mcdonalds-grimace-milkshake-taste-like-everything-to-know-7556193 . live. 2023-06-30 .
  8. Web site: me and my friendss celebrating with my bday meal and shake @ mcds ❤️ . . 13 June 2023 . 26 June 2023 . June 26, 2023 . https://web.archive.org/web/20230626125231/https://www.instagram.com/p/CtZm77oJmmX/ . live .
  9. Web site: McDonald's just released a Grimace Game Boy Color game . 2023-06-30 . Engadget . June 14, 2023 . July 7, 2023 . https://web.archive.org/web/20230707031533/https://www.engadget.com/mcdonalds-just-released-a-grimace-game-boy-color-game-093540230.html . live. Moon. Mariella .
  10. Web site: YOU'RE INVITED: McDonald's Celebrates Grimace's Birthday with Special Meal & Shake . 2023-06-30 . www.mcdonalds.com . September 9, 2023 . https://web.archive.org/web/20230909092015/https://www.mcdonalds.com/us/en-us.html . live .
  11. Web site: McDonald's New Purple Grimace Shake Tastes Like Sweet Berry Cereal Milk . . Reiter . Amy . 7 June 2023 . 26 June 2023 . June 26, 2023 . https://web.archive.org/web/20230626125232/https://www.foodnetwork.com/fn-dish/news/what-does-mcdonalds-purple-grimace-shake-taste-like . live .
  12. Web site: The Grimace Birthday Meal Isn't Available Anymore — Here's What You Should Know. July 14, 2023 . Um. Ryan. The Krazy Koupon Lady.
  13. Web site: McDonald’s Grimace Shake — which spurred a viral TikTok horror trend — is now in Canada. May 14, 2024 . May 15, 2024 . . Vega . Manuela .
  14. Web site: 2023-06-16 . What The Hell Is McDonald's Grimace Birthday Milkshake And Is It Any Good? . live . https://web.archive.org/web/20230716234824/https://uproxx.com/life/mcdonalds-grimace-birthday-milkshake-review/ . July 16, 2023 . 2023-07-16 . Uproxx . Dane . Rivera.
  15. Web site: 2023-06-07 . We Tried The McDonald's Limited-Edition Grimace Shake—Here Are Our Unfiltered Thoughts . live . https://web.archive.org/web/20230716235517/https://www.delish.com/food-news/a44120266/mcdonalds-grimace-shake/ . July 16, 2023 . 2023-07-16 . Delish . Romero . Gabby.
  16. Web site: 2023-07-03 . Here's What TikTok's Viral Grimace Shake From McDonald's Actually Tastes Like . live . https://web.archive.org/web/20230714062929/https://www.elitedaily.com/lifestyle/grimace-shake-mcdonalds-tiktok-review . July 14, 2023 . 2023-07-16 . Elite Daily . Chapman . Rachel.
  17. Web site: McDowell . Erin . Panella . Chris . We tried the purple Grimace milkshake from McDonald's and still can't figure out what it tastes like . live . https://web.archive.org/web/20230909092059/https://www.insider.com/mcdonalds-grimace-milkshake-review-flavor-2023-6 . September 9, 2023 . 2023-07-16 . Insider . 2023-06-17.
  18. Web site: 2023-06-17 . McDonald's Grimace Shake Review: It Deserves A Grimace . live . https://web.archive.org/web/20230708115049/https://www.mashed.com/1316714/mcdonalds-grimace-shake-review/ . July 8, 2023 . 2023-07-16 . Mashed . Luna . Steven.
  19. Web site: Ritzen . Stacey . 2023-06-27 . McDonald's Grimace Shake Inspires Morbid, Hilarious TikTok Trend . 2023-11-06 . Men's Journal.
  20. News: Holtermann . Callie . 2023-06-29 . In a TikTok Trend, Grisly Scenes of Purple Milkshake Horror . The New York Times . 2023-07-01 . 0362-4331 . July 1, 2023 . https://web.archive.org/web/20230701142229/https://www.nytimes.com/2023/06/29/style/grimace-milkshake.html . live .
  21. Web site: Andrew . Scottie . 2023-06-28 . How the McDonald's Grimace shake became the stuff of nightmares on TikTok . 2023-07-18 . CNN . July 27, 2023 . https://web.archive.org/web/20230727172021/https://www.cnn.com/2023/06/28/business/mcdonalds-grimace-shake-tiktok-cec/index.html . live .
  22. Web site: 2023-06-29 . McDonald's Grimace breaks his silence on TikTok trend . 2023-07-18 . NBC News . July 18, 2023 . https://web.archive.org/web/20230718220849/https://www.nbcnews.com/news/mcdonalds-grimace-shake-tiktok-trend-rcna91637 . live. Tolentino. Daysia .
  23. Web site: The Grimace Shake Takes, but the Barbie Shake Is Giving . . Leishman . Rachel . 4 July 2023 . 5 July 2023 . July 5, 2023 . https://web.archive.org/web/20230705022329/https://www.themarysue.com/the-grimace-shake-takes-but-the-barbie-shake-is-giving/ . live .
  24. Web site: Move over, Grimace: The Barbie shake trend is taking over TikTok . . Sun . Esther . 7 July 2023 . 9 July 2023 . July 9, 2023 . https://web.archive.org/web/20230709011210/https://www.today.com/food/trends/barbie-shake-tiktok-trend-rcna92894 . live .
  25. Web site: 2023-07-13 . McDonald's head of social media was as shocked as we were about the Grimace Shake trend . live . https://web.archive.org/web/20230717001424/https://www.today.com/food/trends/mcdonalds-head-of-social-media-on-grimace-shake-trend-rcna94159 . July 17, 2023 . 2023-07-17 . TODAY.com . Lamour . Joseph.
  26. Web site: Guillaume . Huin . I have received so many questions about the Grimace Trend and how McDonald's handled it. . live . https://web.archive.org/web/20230718220850/https://twitter.com/HuinGuillaume/status/1679169920876130306 . July 18, 2023 . 2023-07-01 . Twitter.
  27. News: Haddon . Heather . 2023-07-27 . McDonald's Grimace Shake Trend Pays Off for Burger Chain . Wall Street Journal . 2023-11-08 . 0099-9660.
  28. Web site: McDonald's posts surprisingly strong sales after 'happy birthday' Grimace campaign goes viral . 2023-11-08 . ABC News . Durbin . Dee-Ann . https://web.archive.org/web/20230727132107/https://abcnews.go.com/Business/wireStory/mcdonalds-posts-expected-sales-after-buzzy-grimace-campaign-101711129. 2023-07-27. 2023-07-27.
  29. Web site: Jackson . Sarah . McDonald's social chief: We didn't plant 'Grimace Shake' TikTok trend—and we weren't sure we should jump on it . live . https://web.archive.org/web/20230717001036/https://www.businessinsider.com/mcdonalds-social-media-chief-denies-viral-grimace-shake-trend-2023-7 . July 17, 2023 . 2023-07-17 . Business Insider . 2023-07-12.
  30. Web site: Dodgson . Lindsay. 2023-06-20 . McDonald's upset a Grimace superfan by replacing his exhaustive wiki page for the character with an ad . live . https://web.archive.org/web/20230909092015/https://www.insider.com/grimace-superfan-upset-by-characters-mcdonalds-wiki-page-becoming-ad-2023-6 . September 9, 2023 . 2023-07-17 . Insider.
  31. Web site: Razali . Izzatul . 2023-06-20 . Man Behind Grimace's Wiki Page Gets Upset As Page Is Replaced by McDonald's Ads . live . https://web.archive.org/web/20230717002540/https://sea.ign.com/mcdonalds-1/200938/news/man-behind-grimaces-wiki-page-gets-upset-as-page-is-replaced-by-mcdonalds-ads . July 17, 2023 . 2023-07-21 . IGN Southeast Asia.
  32. Web site: 2023-06-19 . McDonalds & Fandom Replaced A Wiki Page With An Advertisement . live . https://web.archive.org/web/20230716154620/https://kotaku.com/mcdonalds-grimace-wiki-ad-happy-meal-fandom-history-1850552640 . July 16, 2023 . 2023-07-17 . Kotaku . Luke . Plunkett.

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