In The Know on Celebrating Nostalgia with Grimace's Birthday

It’s Grimace’s world and we’re all just living in it.?

If you're chronically online or find yourself scrolling through TikTok or Twitter before bedtime, chances are you've witnessed the recent surge of memes featuring McDonald's strange purple blob monster, Grimace. I'm Lexie Muzzy, and in this edition of In The Know, we delve into the captivating realm of nostalgia-driven advertising campaigns.?

Brands are taking a delightful trip down memory lane by resurrecting iconic ad campaigns from bygone eras. These campaigns strike a chord with consumers, evoking feelings of warmth and familiarity. McDonald's, in particular, periodically reintroduces beloved characters from the renowned "McDonaldland" campaign of the 1970s and 1980s, such as Ronald McDonald, Hamburglar and Grimace.?

A prime example of this trend is McDonald's recent campaign in honor of Grimace's birthday. It turns out our purple bestie loves milkshakes so much that he celebrates every birthday at McDonald's. To mark his 52nd birthday, the chain unveiled the Grimace Birthday Meal, featuring their first-ever purple-colored shake.?

And the people love Grimace.?

The effort kicked off June 12 (yes, he’s a Gemini) with an ad showing Grimace ringing in his birthday at McDonald’s restaurants over the years, starting with a young version of the character being wished a happy birthday by a box of Chicken McNuggets. Watch as he rocks braces and a trendy mullet hairstyle, receiving awesome gifts from his mascot friends, Birdie and the Hamburglar. And don't miss the teenage Grimace picking up a drive-through meal after earning his driver's license. It's a fantastic flashback!??

The birthday celebration comes with a quirky marketing campaign, as Grimace takes over McDonald's social media accounts, sharing selfies and tweeting like a true Gen Zer.?

McDonald's knows a social media opportunity when it sees one, and they've intentionally kept the shake's flavor a mystery. The nutritional info page provides no clues about the intended flavor of the shake. Although it's likely just food dye, one can't help but wonder if it's actually made from Grimace himself.?

Regardless of the customers' opinions on the shake's flavor, there has been an abundance of amusing commentary across social media, reminiscent of Grimace's cheerful style. One artist even created a parody ad featuring a repulsive McGrimace sandwich made from actual Grimace meat.?

Fanart of Grimace has flooded the internet.?

Some said the Grimace shake had some sort of mystical power.?

Others questioned why McDonald's most famous figure, Ronald McDonald, did not attend Grimace's birthday celebrations. Do they have beef??

If you order the Grimace Birthday Meal from DoorDash, it is “required” that you enjoy your shake. ???

As your reliable guide in all things related to nostalgia marketing and Grimace, I must admit my own interest in the purple shake. And then McDonald’s went ahead and hit us with this picture:?

Apparently, Grimace is the coolest McDonald’s mascot of all time, he drives a Delorean. Consider me sold!?

The flavor of the Grimace milkshake perfectly matches its appearance, starting with a bold vanilla taste that transitions into a delightful blend of sweet berries. Now, I'm curious to hear from you, dear readers: Have you had the chance to try the Grimace milkshake yet? If so, what did you think of its flavor??

McDonald's isn't stopping at the Grimace Birthday Meal and Shake. They're going all-in with a multifaceted campaign , including a free-to-play video game, Grimace-inspired merchandise, Snapchat AR experiences, and a text-based activation. This comprehensive approach ensures that the campaign resonates with audiences across various platforms, immersing them in the world of Grimace and McDonaldland.?

As we bid farewell to this nostalgic adventure, McDonald's deliberate decision to revive Grimace as part of their strategy stems from a shared experience that resonates with a vast majority of their fans. Whether it's Millennials reminiscing about their favorite birthday parties at McDonald's PlayPlace or Gen Xers who grew up alongside the iconic McDonaldland characters, the story you share in your own words reveals McDonald's reliance on the sentimental memories associated with childhood birthdays and the unforgettable McDonaldland characters.?

Remember, the nostalgia train never stops rolling, and we'll be back in the next edition of In The Know to bring you more exciting trends insights, and captivating stories from the ever-evolving world of marketing. So, stay tuned, stay nostalgic and stay In The Know!