Viral food and drink marketing: Scarcity drop

Cases
32
Median Spread Score
40
Most started on
Retail34%
First post to peak
7 days

By mechanic

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

Dubai chocolate

66
@fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! 🍫 "Can't Get Knafeh of it," "Mind Your Own…

120M views

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

Frida Breast Milk Ice Cream

55
‘Breast milk ice cream’ now available: What’s really inside

7.8B impressions

McDonald’s: WcDonald’s

55
WcDonald’s manga takeout bag

6B impressions

Goldfish: Chilean Sea Bass

53
The official Goldfish® brand on Instagram: "They look like Goldfish. They taste like Goldfish. But they’re called Chilean Sea Bass. Which is WAY more grown up. Shop now at the link in bio."

14.5B impressions

Heineken: The Boring Phone

53
Heineken | The Boring Phone - HD Camera

8.9B impressions

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

YETI x Liquid Death Casket Cooler

52
The Life-Sized Casket Cooler from Liquid Death x YETI

1.2B impressions

Raindrop Cake

51
A raindrop cake is a Japanese dish made from water and agar that resembles a bead of water on a surface.

700 sold

Down N' Out Pokéburgers

50
Liefde voor Pokémon door de maag met nieuwe burger

KFC Double Down Dog

50
KFC Philippines Double Down Dog #KFCDoubleDownDog

50 sold

Coors Light: Case of the Mondays

47
Coors Light Chill Face Roller holding a beer can.

12.8B impressions

Dave's Hot Chicken Drake birthday giveaway

47
Sora Has Lost Its App Store Crown to … Dave's Hot Chicken | Dave's Hot Chicken

Peaked at #1

Doritos Rainbows

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

2B impressions

Sweethearts Situationships

47
Sweethearts takes 'Situationships' to the next level

4B impressions

Drunken Dumpling XL Soup Dumpling

40
Drunken Dumpling on Instagram: "Stay tuned to our reopening!!! 🥢"

25 sold

IKEA x Chupa Chups meatball lollipop

40
IKEA UK on Instagram: "We heard you like Swedish candy 🍭 So here’s the sweetest mashup no one asked for, but everyone will want to taste!"

25M impressions

Heinz Mustard: Heinz Mustard X Mustard

39
Heinz - Mustard X Mustard

2.1B impressions

McDonald's x Cactus Plant Flea Market Happy Meal

39
Despite Sellouts, There's Still Mass Interest in McDonald's Adult Happy Meals

1B impressions

Heinz: Every Sauce

38
INTRODUCING… Every Sauce ✨ A holy grail of sauces that includes not one, not two, but 14 Heinz sauces! 🤯 The catch, only 100 bottles exist and the only way to get one is to win! Tap the link below…

220M impressions

Pickle's Back

37
Megan Thee Stallion & Nickelback - Pickle’s Back [Official Music Video]

4M impressions

New Coke x Stranger Things

36
The upside-down New Coke vending machine used for the Stranger Things promotion.

Progresso Soup Drops

36
General Mills’ Progresso Soup Drops Campaign Wins Gold and Silver Lions at Cannes Lions International Festival of Creativity

12.83B impressions

Uber Eats: Football is for Food

36
Football is for Food | Uber Eats

40M impressions

Prime Hydration

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

$323.9M revenue

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

Heinz: Can't Unsee It

33
Marvel Studios’ Deadpool & Wolverine – Can’t Unsee It

1.58B impressions

KFC Extra Crispy Sunscreen

33
A fried chicken-scented sunscreen giveaway promoted by an infomercial starring George Hamilton as the Colonel.

200K views

Cronut

27

KitKat Iftar Bar

27
The Iftar Bar beside its red geometric packaging.

2M impressions

Coffee in a Cone

24
Latte art in chocolate-lined waffle cones sold by Bluestone Lane.

50M impressions

Coors Light's Out

19
Looks like we got a new can design thanks to the best player in baseball. Thoughts?

1M impressions

More collections

Scarcity drop in every industry