Grimace Shake

The character Grimace was introduced in the McDonaldland media franchise in 1971 as "Evil Grimace".{{Cite web |last=Kayembe |first=Astrid |date=July 12, 2023 |title=Why was the internet obsessed with McDonald's mascot Grimace — and his shake? |url=https://www.latimes.com/entertainment-arts/story/2023-07-12/what-is-going-on-with-the-grimace-shake-let-us-explain |url-status=live |archive-url=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 |archive-date=July 17, 2023 |access-date=July 16, 2023 |website=Los Angeles Times}}{{Cite web |last=Panella |first=Chris |title=A history of Grimace, the bizarre McDonald's mascot now making a comeback as a queer meme icon |url=https://www.insider.com/grimace-mcdonalds-mascot-turned-queer-meme-icon-history-2023-6 |access-date=November 6, 2023 |website=Insider}} His original character had four arms and would steal people's milkshakes. McDonald's soon changed the 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 says Grimace comes from Grimace Island, along with other family members like Uncle O'Grimacey, who is known for bringing Shamrock Shakes for Saint Patrick's Day.

The Grimace Shake is a purple, berry-flavored milkshake. It is a combination of vanilla soft serve and berry flavors.{{Cite web |date=June 15, 2023 |title=McDonald's says its Grimace Shake is berry-flavored. Customers have other theories |url=https://www.today.com/food/trends/mcdonalds-grimace-shake-berry-flavor-reaction-rcna89490 |access-date=July 18, 2023 |website=TODAY.com |archive-date=July 18, 2023 |archive-url=https://web.archive.org/web/20230718203922/https://www.today.com/food/trends/mcdonalds-grimace-shake-berry-flavor-reaction-rcna89490 |url-status=live|last1=Lamour|first1=Joseph }} The company did not disclose which flavoring had been used,{{Cite news |last1=Tan |first1=Eli |last2=Fowlkes |first2=Tamia |date=July 1, 2023 |title=Grimace shake trend mixes horror with McDonald's mascot on TikTok |newspaper=Washington Post |url=https://www.washingtonpost.com/business/2023/06/29/grimace-shake-meme-tiktok-trend/ |access-date=November 6, 2023 }} and consumers reported that they tasted other flavors like Fruity Pebbles or bubblegum. On the UK menu, it was described as containing blueberry-flavored syrup.{{citation needed|date=November 2024}}

In the US, 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.{{Cite web |last=Gibson |first=Kelsie |title=What Does the Grimace Milkshake Taste Like? All About the Viral McDonald's Drink |url=https://people.com/what-does-mcdonalds-grimace-milkshake-taste-like-everything-to-know-7556193 |access-date=July 16, 2023 |website=People |archive-date=July 16, 2023 |archive-url=https://web.archive.org/web/20230716232024/https://people.com/what-does-mcdonalds-grimace-milkshake-taste-like-everything-to-know-7556193 |url-status=live|date=June 30, 2023 }}

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.{{cite web |url=https://www.instagram.com/p/CtZm77oJmmX/ |title=me and my friendss celebrating with my bday meal and shake @ mcds ❤️ |publisher=Instagram |date=June 13, 2023 |access-date=June 26, 2023 |archive-date=June 26, 2023 |archive-url=https://web.archive.org/web/20230626125231/https://www.instagram.com/p/CtZm77oJmmX/ |url-status=live }} 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.{{Cite web |title=McDonald's just released a Grimace Game Boy Color game |url=https://www.engadget.com/mcdonalds-just-released-a-grimace-game-boy-color-game-093540230.html |access-date=June 30, 2023 |website=Engadget |date=June 14, 2023 |archive-date=July 7, 2023 |archive-url=https://web.archive.org/web/20230707031533/https://www.engadget.com/mcdonalds-just-released-a-grimace-game-boy-color-game-093540230.html |url-status=live|last1=Moon|first1=Mariella }}{{Cite web |title=YOU'RE INVITED: McDonald's Celebrates Grimace's Birthday with Special Meal & Shake |url=https://www.mcdonalds.com/corpmcd/our-stories/article/celebrate-grimace-birthday-specialmeal-shake.html |access-date=June 30, 2023 |website=www.mcdonalds.com |archive-date=September 9, 2023 |archive-url=https://web.archive.org/web/20230909092015/https://www.mcdonalds.com/us/en-us.html |url-status=live }} "In lieu of gifts" for Grimace, McDonald's suggested that people donate to the Ronald McDonald House Charities.{{cite web |url=https://www.foodnetwork.com/fn-dish/news/what-does-mcdonalds-purple-grimace-shake-taste-like |title=McDonald's New Purple Grimace Shake Tastes Like Sweet Berry Cereal Milk |publisher=Food Network |last1=Reiter |first1=Amy |date=June 7, 2023 |access-date=June 26, 2023 |archive-date=June 26, 2023 |archive-url=https://web.archive.org/web/20230626125232/https://www.foodnetwork.com/fn-dish/news/what-does-mcdonalds-purple-grimace-shake-taste-like |url-status=live }} The drink was discontinued in the United States on July 9, 2023.{{citation needed|date=November 2024}}

From May 14, 2024, participating Canadian McDonald's locations offered the shake for a limited time after multiple responses from consumers suggesting that the shakes should be available on the nation's menu.{{cite web|url=https://www.thestar.com/business/mcdonalds-grimace-shake-which-spurred-a-viral-tiktok-horror-trend-is-now-in-canada/article_5f6e145c-11f6-11ef-867b-57b1ff735f16.html|title=McDonald's Grimace Shake — which spurred a viral TikTok horror trend — is now in Canada|date=May 14, 2024 |access-date=May 15, 2024 |publisher=Toronto Star |last1=Vega |first1=Manuela }} It was then introduced to the United Kingdom and Ireland on August 28 as part of promotions celebrating McDonald's 50th anniversary in the country, available for one week until September 3.{{Cite web |last=Guyoncourt |first=Sally |date=August 28, 2024 |title=When the McDonald's Grimace Shake arrives in the UK, and how long it's available for |url=https://inews.co.uk/news/consumer/when-mcdonalds-grimace-shake-arrives-uk-how-long-available-for-3249077 |access-date=August 29, 2024 |website=inews.co.uk |language=en}} The Grimace Shake was introduced to Norway on September 4, 2024,{{citation needed|date=November 2024}} Australia on October 4https://www.dailytelegraph.com.au/lifestyle/mcdonalds-finally-bringing-cult-grimace-shake-to-australia/news-story/f3a4f702ea2d84c98e20769cbefa90b0 South Africa on October 22,{{citation needed|date=November 2024}} New Zealand on October 23,{{Cite web |last=Soest |first=Sophie van |title=The viral McDonald's Grimace shake is finally coming to NZ - but what's the flavour? |url=https://www.rova.nz/articles/the-viral-mcdonalds-grimace-shake-is-finally-coming-to-nz |access-date=October 10, 2024 |website=www.rova.nz |language=en-NZ}} and Japan on October 30.{{Cite tweet |number=1849262031494320378 |user=McDonaldsJapan |title=とってもマジカルな テレビCMができました。#グリマスシェイク期間限定10/30(水)〜}}

The Grimace Shake received mixed reviews from critics. Dane Rivera of Uproxx called it "the best flavor in the McDonald's milkshake lineup."{{Cite web |date=June 16, 2023 |title=What The Hell Is McDonald's Grimace Birthday Milkshake And Is It Any Good? |url=https://uproxx.com/life/mcdonalds-grimace-birthday-milkshake-review/ |url-status=live |archive-url=https://web.archive.org/web/20230716234824/https://uproxx.com/life/mcdonalds-grimace-birthday-milkshake-review/ |archive-date=July 16, 2023 |access-date=July 16, 2023 |website=Uproxx |first1=Dane |last1=Rivera}} Delish gave it a positive review, calling it "the sweetest berry smoothie of your life".{{Cite web |date=June 7, 2023 |title=We Tried The McDonald's Limited-Edition Grimace Shake—Here Are Our Unfiltered Thoughts |url=https://www.delish.com/food-news/a44120266/mcdonalds-grimace-shake/ |url-status=live |archive-url=https://web.archive.org/web/20230716235517/https://www.delish.com/food-news/a44120266/mcdonalds-grimace-shake/ |archive-date=July 16, 2023 |access-date=July 16, 2023 |website=Delish |last1=Romero |first1=Gabby}} Rechel Chapman, writing for Elite Daily, was "not a fan of the flavor", which she described as "very fruity and artificial tasting".{{Cite web |date=July 3, 2023 |title=Here's What TikTok's Viral Grimace Shake From McDonald's Actually Tastes Like |url=https://www.elitedaily.com/lifestyle/grimace-shake-mcdonalds-tiktok-review |url-status=live |archive-url=https://web.archive.org/web/20230714062929/https://www.elitedaily.com/lifestyle/grimace-shake-mcdonalds-tiktok-review |archive-date=July 14, 2023 |access-date=July 16, 2023 |website=Elite Daily |last1=Chapman |first1=Rachel}} A review by Business Insider described the taste as smooth and not too sweet, but also artificial and ultimately underwhelming.{{Cite web |last1=McDowell |first1=Erin |last2=Panella |first2=Chris |title=We tried the purple Grimace milkshake from McDonald's and still can't figure out what it tastes like |url=https://www.insider.com/mcdonalds-grimace-milkshake-review-flavor-2023-6 |url-status=live |archive-url=https://web.archive.org/web/20230909092059/https://www.insider.com/mcdonalds-grimace-milkshake-review-flavor-2023-6 |archive-date=September 9, 2023 |access-date=July 16, 2023 |website=Insider |date=June 17, 2023}} 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".{{Cite web |date=June 17, 2023 |title=McDonald's Grimace Shake Review: It Deserves A Grimace |url=https://www.mashed.com/1316714/mcdonalds-grimace-shake-review/ |url-status=live |archive-url=https://web.archive.org/web/20230708115049/https://www.mashed.com/1316714/mcdonalds-grimace-shake-review/ |archive-date=July 8, 2023 |access-date=July 16, 2023 |website=Mashed |last1=Luna |first1=Steven}}

A TikTok video trend with the hashtag #GrimaceShake gained popularity shortly after the release of the shake. In the videos, users recorded themselves wishing Grimace a happy birthday while drinking the shake. The video would then cut to a scene of the users finding themselves in unusual positions and in strange locations, or being discovered dead while covered in the drink. This trend led the hashtag #grimaceshake getting over 145k posts on TikTok. {{Cite web |last=Ritzen |first=Stacey |date=June 27, 2023 |title=McDonald's Grimace Shake Inspires Morbid, Hilarious TikTok Trend |url=https://www.mensjournal.com/news/mcdonalds-grimace-shake-tiktok-challenge |access-date=November 6, 2023 |website=Men's Journal}} 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.{{Cite news |last=Holtermann |first=Callie |date=June 29, 2023 |title=In a TikTok Trend, Grisly Scenes of Purple Milkshake Horror |work=The New York Times |url=https://www.nytimes.com/2023/06/29/style/grimace-milkshake.html |access-date=July 1, 2023 |issn=0362-4331 |archive-date=July 1, 2023 |archive-url=https://web.archive.org/web/20230701142229/https://www.nytimes.com/2023/06/29/style/grimace-milkshake.html |url-status=live }}{{Cite web |last=Andrew |first=Scottie |date=June 28, 2023 |title=How the McDonald's Grimace shake became the stuff of nightmares on TikTok |url=https://www.cnn.com/2023/06/28/business/mcdonalds-grimace-shake-tiktok-cec/index.html |access-date=July 18, 2023 |website=CNN |archive-date=July 27, 2023 |archive-url=https://web.archive.org/web/20230727172021/https://www.cnn.com/2023/06/28/business/mcdonalds-grimace-shake-tiktok-cec/index.html |url-status=live }}{{Cite web |date=June 29, 2023 |title=McDonald's Grimace breaks his silence on TikTok trend |url=https://www.nbcnews.com/news/mcdonalds-grimace-shake-tiktok-trend-rcna91637 |access-date=July 18, 2023 |website=NBC News |archive-date=July 18, 2023 |archive-url=https://web.archive.org/web/20230718220849/https://www.nbcnews.com/news/mcdonalds-grimace-shake-tiktok-trend-rcna91637 |url-status=live|last1=Tolentino|first1=Daysia }} TikTok user @thefrazmaz (Austin Frazier) was considered to have posted the first instance of this trend.

This trend stemmed from a similar trend, involving the Whopper released to promote Spider-Man: Across the Spider-Verse 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.{{Cite web |url=https://www.themarysue.com/the-grimace-shake-takes-but-the-barbie-shake-is-giving/ |title=The Grimace Shake Takes, but the Barbie Shake Is Giving |publisher=The Mary Sue |last1=Leishman |first1=Rachel |date=July 4, 2023 |access-date=July 5, 2023 |archive-date=July 5, 2023 |archive-url=https://web.archive.org/web/20230705022329/https://www.themarysue.com/the-grimace-shake-takes-but-the-barbie-shake-is-giving/ |url-status=live }}{{Cite web |url=https://www.today.com/food/trends/barbie-shake-tiktok-trend-rcna92894 |title=Move over, Grimace: The Barbie shake trend is taking over TikTok |publisher=Today |last1=Sun |first1=Esther |date=July 7, 2023 |access-date=July 9, 2023 |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709011210/https://www.today.com/food/trends/barbie-shake-tiktok-trend-rcna92894 |url-status=live }} As of July 12, 2023, the hashtag had over one billion views.

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{{sic}}". 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?"{{Cite web |date=July 13, 2023 |title=McDonald's head of social media was as shocked as we were about the Grimace Shake trend |url=https://www.today.com/food/trends/mcdonalds-head-of-social-media-on-grimace-shake-trend-rcna94159 |url-status=live |archive-url=https://web.archive.org/web/20230717001424/https://www.today.com/food/trends/mcdonalds-head-of-social-media-on-grimace-shake-trend-rcna94159 |archive-date=July 17, 2023 |access-date=July 17, 2023 |website=TODAY.com |last1=Lamour |first1=Joseph}}{{Cite web |last=Guillaume |first=Huin |title=I have received so many questions about the Grimace Trend and how McDonald's handled it. |url=https://twitter.com/HuinGuillaume/status/1679169920876130306 |url-status=live |archive-url=https://web.archive.org/web/20230718220850/https://twitter.com/HuinGuillaume/status/1679169920876130306 |archive-date=July 18, 2023 |access-date=July 1, 2023 |website=Twitter}}

The US 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.{{Cite news |last=Haddon |first=Heather |date=July 27, 2023 |title=McDonald's Grimace Shake Trend Pays Off for Burger Chain |work=Wall Street Journal |url=https://www.wsj.com/articles/mcdonalds-mcd-q2-earnings-report-2023-12d5461f |access-date=November 8, 2023 |issn=0099-9660}}{{Cite web |title=McDonald's posts surprisingly strong sales after 'happy birthday' Grimace campaign goes viral |url=https://abcnews.go.com/Business/wireStory/mcdonalds-posts-expected-sales-after-buzzy-grimace-campaign-101711129 |access-date=November 8, 2023 |website=ABC News |last1=Durbin |first1=Dee-Ann |archive-url=https://web.archive.org/web/20230727132107/https://abcnews.go.com/Business/wireStory/mcdonalds-posts-expected-sales-after-buzzy-grimace-campaign-101711129|archive-date=July 27, 2023|date=July 27, 2023}} In the April–June period of 2023, sales rose by 12%, exceeding The Wall Street Journal{{'}}s estimate of 9.3%. In the quarter after the Grimace Shake release, McDonald's reported $6.5 billion in sales, which beat estimates by $200 million.

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".{{Cite web |last=Jackson |first=Sarah |title=McDonald's social chief: We didn't plant 'Grimace Shake' TikTok trend—and we weren't sure we should jump on it |url=https://www.businessinsider.com/mcdonalds-social-media-chief-denies-viral-grimace-shake-trend-2023-7 |url-status=live |archive-url=https://web.archive.org/web/20230717001036/https://www.businessinsider.com/mcdonalds-social-media-chief-denies-viral-grimace-shake-trend-2023-7 |archive-date=July 17, 2023 |access-date=July 17, 2023 |website=Business Insider |date=July 12, 2023}} 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.

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.{{Cite web |last=Dodgson |first=Lindsay|date=June 20, 2023 |title=McDonald's upset a Grimace superfan by replacing his exhaustive wiki page for the character with an ad |url=https://www.insider.com/grimace-superfan-upset-by-characters-mcdonalds-wiki-page-becoming-ad-2023-6 |url-status=live |archive-url=https://web.archive.org/web/20230909092015/https://www.insider.com/grimace-superfan-upset-by-characters-mcdonalds-wiki-page-becoming-ad-2023-6 |archive-date=September 9, 2023 |access-date=July 17, 2023 |website=Insider}} Nathan Steinmetz, who wrote the original Grimace article, said that the move disrupted editorial independence.{{Cite web |last=Razali |first=Izzatul |date=June 20, 2023 |title=Man Behind Grimace's Wiki Page Gets Upset As Page Is Replaced by McDonald's Ads |url=https://sea.ign.com/mcdonalds-1/200938/news/man-behind-grimaces-wiki-page-gets-upset-as-page-is-replaced-by-mcdonalds-ads |url-status=live |archive-url=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 |archive-date=July 17, 2023 |access-date=July 21, 2023 |website=IGN Southeast Asia}} 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.{{Cite web |date=June 19, 2023 |title=McDonalds & Fandom Replaced A Wiki Page With An Advertisement |url=https://kotaku.com/mcdonalds-grimace-wiki-ad-happy-meal-fandom-history-1850552640 |url-status=live |archive-url=https://web.archive.org/web/20230716154620/https://kotaku.com/mcdonalds-grimace-wiki-ad-happy-meal-fandom-history-1850552640 |archive-date=July 16, 2023 |access-date=July 17, 2023 |website=Kotaku |first1=Luke |last1=Plunkett}}

{{reflist}}{{Primary sources references section}}

{{portal|Drink}}

• [https://web.archive.org/web/20230705223504/https://www.mcdonalds.com/us/en-us/product/grimace-purple-mascot-big-mac-birthday-meal.html McDonald's official Grimace's Birthday Meal page] at Wayback Machine (archived July 5, 2023)
• {{Commons category-inline}}

{{McDonald's| }}

Category:2020s fads and trends

Category:2023 in Internet culture

Category:Cold drinks

Category:Food and drink introduced in 2023

Category:Ice cream drinks

Category:Internet memes introduced in 2023

Category:McDonald's foods

Category:Milkshakes

Category:Non-alcoholic drinks

Category:Products and services discontinued in 2023

Category:Products and services discontinued in 2024

Category:Products introduced in 2023

Category:Products introduced in 2024

Category:TikTok