Viral food and drink marketing: Identity badge

Cases
11
Median Spread Score
39
Most started on
Retail27%
First post to peak
18 days

By mechanic

All101Controversy40Response chain37Scarcity drop32Newsjacking29Pairing19Transgression19Creator relay15Sell-out loop14Mystery & lore13Identity badge11Visible in use10Challenge9Remixable template9Real-world spectacle9Maker origin8Dupe economy6Sound or audio meme6Resale market6

BTS Meal

55
A "BTS Meal" served in Indonesia by McDonalds, as part of a collaboration with the South Korean boy band BTS. Clockwise from bottom left, this example contains 9 Chicken McNuggets, medium fries, a…

$98M revenue

Heinz: Heinz Ketchup & Seemingly Ranch

52
Heinz on Instagram: "It’s a new Era for Heinz. Introducing Ketchup and Seemingly Ranch. Limited-edition bottles coming soon. #SeeminglyRanch #ItHasToBeHeinz"

4.7B impressions

Negroni Sbagliato With Prosecco in It

52
Emma D'Arcy & Olivia Cooke Get To Know | House of the Dragon Season 1 | HBO Max

90 sold

The Grimace Effect

48
Grimace threw out the first pitch tonight at Citi Field 🟣

9.6B impressions

Doritos Rainbows

47
Doritos Rainbows bags beside rows of multicolored chips, from the campaign designer’s portfolio.

2B impressions

Patti LaBelle sweet potato pies

39
Current Walmart packaging for Patti LaBelle’s sweet potato pie; this image is not the 2015 launch packaging.

10M views

Gay Burger

37
GAY BURGER NOW AVAILABLE IN LA, SF & NYC on DoorDash, Postmates, GrubHub. @GayBurgerCo 😭🌈🍔

Prime Hydration

35
Circana’s New Product Pacesetters Report Reveals 2023 Innovation Meets Consumers in New Moments

$323.9M revenue

Alison Roman’s The Stew

34
A bowl of Alison Roman’s chickpea stew with greens, mint and yogurt.

3.5K derivatives

Hailey Bieber's Strawberry Glaze Skin Smoothie

33
Four Strawberry Glaze Skin Smoothies in Erewhon cups, from the official home kit product page.

$864K revenue

KitKat Iftar Bar

27
The Iftar Bar beside its red geometric packaging.

2M impressions

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