Viral food and drink marketing: Mascot persona

6 viral food and drink marketing: Mascot persona, traced from the first post to the peak with sources. 33% started on TikTok. Median 28 days from first post to peak.

Cases
6
Median Spread Score
47
Most started on
TikTok33%
First post to peak
28 days

By mechanic

All129Controversy58Response chain41Scarcity drop39Newsjacking33Transgression28Pairing23Sell-out loop16Creator relay15Identity badge15Visible in use15Mystery & lore14Real-world spectacle13Remixable template10Challenge9Maker origin9Resale market8Dupe economy7Sound or audio meme6Mascot persona6Unhinged voice6

McDonald's: Grimace's Birthday

63
R.I.P Grimace (and me) #mcdonalds #grimace #milkshake #grimaceshake #birthday #fakedeath #yummy

9.7B impressions

Grimace Shake

59
R.I.P Grimace (and me) #mcdonalds #grimace #milkshake #grimaceshake #birthday #fakedeath #yummy

6.6M impressions

Pumpkin Spice Latte

47
Starbucks Pumpkin Spice Latte, official anniversary photo

850M impressions

Death of Mr. Peanut

46
We’re devastated to confirm that Mr. Peanut is gone. He died doing what he did best – having people’s backs when they needed him most. #RIPeanut

11B impressions

KFC rotating Colonels

39
KFC resurrects Colonel Sanders for ads

Mixue theme-song remix wave

33
Snow King theme-song milestone illustration from Mixue’s official retrospective; not a verified frame of the 2021 seed video

15M views

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Mascot persona in every industry