Overview
In June 2023, McDonald’s launched a limited-edition Grimace Shake—a purple vanilla-berry milkshake honoring the chain’s mascot. What followed was an unplanned TikTok phenomenon: users filmed themselves drinking the shake, then cutting to a horror-movie scene of a staged death. The trend racked up over 2.9 billion views and boosted McDonald’s quarterly sales by 10%. But behind the scenes, senior marketing director Guillaume Huin and his team faced a dilemma: how should a legacy brand respond when a product becomes a meme—especially one that depicts customers “dying” after consumption?
This guide breaks down the exact steps McDonald’s took, from first spotting the trend to executing a subtle, non-self-serving response. Whether you’re a marketer, brand manager, or social media strategist, you’ll learn how to turn an unpredictable viral moment into a brand win—without looking like you planned it.
Prerequisites
Before diving into the step-by-step process, ensure you have the following in place:
- A cross-functional response team – Include members from marketing, legal, PR, social media, and executive leadership.
- Real-time social listening tools – Platforms like Brandwatch, Sprout Social, or native TikTok analytics to monitor trending content.
- Pre-approved response guidelines – A crisis communication framework that allows for agile decision-making without needing multiple rounds of approvals.
- Understanding of Gen Z humor – The trend was described as “pure Gen Z humor,” which often embraces irony, dark comedy, and absurdity. Familiarize your team with this tone.
- Willingness to pause – Avoid rushing to action. The team spent time observing before crafting a response.
Step-by-Step Instructions
Step 1: Detect the Trend Early (Before Leadership Finds Out)
Guillaume Huin first encountered the trend at home, scrolling through TikTok and seeing multiple videos of users “losing control” after drinking the shake. He didn’t wait for a formal report—he immediately recognized it as a potential brand moment. Action: Set up keyword alerts for your product names + unusual verbs (e.g., “dying,” “passing out”). Assign one team member to scan social platforms daily. Document a sample of videos (including comments and share counts) to present to stakeholders.
Step 2: Calibrate Internal Communication with Honesty
Huin’s first text to management included the line: “It’s pure Gen Z humor, so do not take it badly even though it might be disturbing.” He framed the trend as unexpected but harmless. Action: Craft a concise internal memo that (a) describes the trend, (b) notes its reach (e.g., “over 2.9 billion views”), and (c) clarifies that it is not a product safety issue. Avoid defensive language like “we need to stop this.” Use neutral phrasing: “Here’s what’s happening, here’s why we think it’s happening, and here’s what we’re investigating.”
Step 3: Build a Situation Room (Don’t React Yet)
Instead of immediately posting a statement, McDonald’s gave the team time to connect with other departments—legal, franchise relations, and agency partners. They titled one internal email “what to do?” to signal open exploration. Action: Assemble a temporary cross-functional squad that meets every 2–4 hours while the trend is hot. Create a shared document with:
- Trend sentiment analysis (positive, neutral, negative)
- Competitor reactions (if any)
- Legal guardrails (can we even use user-generated content?)
- Three draft response options: aggressive (lean in), neutral (ignore), passive (subtle nod)
Step 4: Decide on a Subtle Response, Not a Self-Serving One
Huin’s team ultimately rejected the idea of doing the trend itself (e.g., joining the death scenes) because it would appear self-promotional. Instead, they chose a restrained approach: a single, lighthearted tweet or TikTok that acknowledged the trend without capitalizing on it directly. Action: Use the “duck and cover” principle—respond just enough to show you’re aware, but don’t force a corporate spin. Example template: “We see the Grimace Shake love (and the… creative takes). Thanks for making it your own.” Ensure the post does not include your logo, promotional links, or calls-to-buy. Let the trend breathe.
Step 5: Monitor and Adjust in Real Time
After posting, continue tracking mentions and engagement. McDonald’s saw the trend spread globally, even prompting a German social media takeover by Grimace himself months later. Action: Set a 24-hour and 48-hour check-in. If the response is positive (e.g., high engagement, no safety complaints), consider releasing a second subtle nod—like a behind-the-scenes look at how the team discovered the trend (as Huin did on X almost three years later). If negative, pause all official posts and revert to listening mode.
Common Mistakes
- Overreacting with damage control – Many brands assume any viral moment involving their product is a crisis. In this case, the “deaths” were clearly fictional. Issuing a serious statement would have killed the fun and invited mockery.
- Ignoring the trend entirely – Silence can feel arrogant or out-of-touch, especially when the trend is huge (2.9 billion views is impossible to hide from). Acknowledgment, even if minimal, shows you’re listening.
- Taking credit too early – Huin explicitly told the public, “If you think we planted the Grimace Shake trend… thank you. So much. But you think way too highly of us.” Do not pretend you orchestrated the trend—consumers will smell inauthenticity.
- Neglecting internal alignment – The executive noted that “at first, this felt like telling your parents about a massive mistake.” If your leadership team panics, you may be forced into a defensive response. Brief them early with a neutral tone.
- Missing the timing – McDonald’s waited days, not hours, to post. They monitored first, then acted. Jumping in too fast can make you seem desperate; too slow and the moment passes.
Summary
Navigating an unplanned viral trend requires a blend of humility, swift internal communication, and restraint. McDonald’s succeeded because they resisted the urge to control the narrative, instead letting the Gen Z humor play out while offering a subtle nod of recognition. Key takeaways: detect early, communicate honestly inside your organization, build a temporary situation room, choose a minimal response, and never claim credit for what you didn’t start. The Grimace Shake trend proves that sometimes the best brand move is to step back and let the internet do its thing—then gently tip your hat.