Grimace, the iconic McDonald’s mascot, has become a viral sensation on the internet, thanks to memes and his famous purple milkshake. However, his backstory is intricate and involves a transformation of identities, roles, and appearances. To fully comprehend Grimace’s surge in popularity, it is essential to delve into his history.
If you’ve been preoccupied with thoughts of Grimace in recent months, you’re not alone. This peculiar purple blob mascot has taken the internet by storm. From fan art celebrating Pride month to an eerie TikTok trend involving the consumption of his purple birthday milkshake, Grimace has made his mark. He has even infiltrated the realm of meme culture, with a joke referencing the missing Titan submersible called “Donatella GRIMACE”. But what is the story behind Grimace? It turns out to be quite complex, with a succession of persona changes that have led him to become the beloved character he is today.
Grimace’s image and personality have evolved over the years. Originally introduced as a new addition to the McDonald’s mascots in 1971, he was far from the friendly character we know today. Known as “Evil Grimace,” he was a villain who stole people’s milkshakes, much like the Hamburglar’s inclination for stealing hamburgers. Roy Bergold Jr., the former VP of advertising at McDonald’s, described the original Grimace as a scaly, mean-looking creature with four arms and no charm. This frightening version did not resonate with children, unlike Ronald McDonald and other approachable characters such as Officer Big Mac and Mayor McCheese. To rectify this, the decision was made to transform Grimace into a lovable, two-armed plush figure who simply adored McDonald’s milkshakes and enjoyed spending time with Ronald. Thus, the jolly, purple behemoth we know and love today was born. This revamped version of Grimace quickly became a successful mascot, appearing alongside Ronald McDonald in various advertisements.
Grimace’s lore is surprisingly extensive for a mascot. We know details about his childhood, including his celebrations with Birdie the Early Bird and their McDonald’s friends, as well as obtaining his driver’s license – all while sporting a mullet and braces. While there is some fluidity to Grimace’s identity, with some considering him a taste bud, a milkshake, or merely a favorite purple blob, the beauty of Grimace lies in the fact that he holds different meanings for different people.
However, Grimace’s origins go further back. He is not a unique, unknown being but rather a representative of a species. In an episode of “The Wacky Adventures of Ronald McDonald” from 2001, Ronald, Grimace, and their friends embark on a journey to Grimace Island. This strange location is inhabited by a tribe of Grimaces, each donning different shades of purple. The island exudes an Australian outback or grassland vibe, complete with lush vegetation and Grimaces adorned with grass skirts and beaded necklaces. The tribe fiercely guards a special treasure exclusive to Grimace Island.
Grimace also has relatives, including Uncle O’Grimacy, a green Grimace who brings Shamrock Shakes to McDonald’s for St. Patrick’s Day, similar to an Irish capitalist Santa Claus.
Grimace’s recent rise in popularity can be attributed to his birthday meal, which included a unique purple milkshake accompanied by a GameBoy Color video game. The takeover of McDonald’s social media by Grimace was well-received by online users. However, the celebrations surrounding Grimace have gone beyond expectations. People on TikTok have dubbed him “Mother Grimace,” and a person even dressed up as Grimace at St. Louis PrideFest. Artwork featuring Grimace celebrating his birthday and LGBTQ+ pride floods the internet. In a surprising turn of events, Grimace has become an unexpected queer icon, following in the footsteps of the Babadook.
Memes about Grimace’s milkshake causing unconsciousness have taken things to another level. Grimace himself even joined the conversation, responding with a photo on Twitter that showcases his blank, unblinking gaze, accompanied by the caption, “pretending I don’t see the Grimace shake trend.” Additionally, Grimace’s name has been incorporated into the “Donatella Versace” meme, with people exclaiming “Donatella GRIMACE!” in reference to a seemingly unrelated Instagram post about the Israeli-Palestinian conflict. This marketing campaign revolving around Grimace’s resurgence is undeniably ingenious. By utilizing an amorphous purple blob with a captivating history, McDonald’s has generated meme-worthy content that internet users have embraced enthusiastically.
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