Nutter Butter, as any cookie aficionado knows, is sweet , salty and a little bit nuts. Apparently, it’s TikTok account is much the same.
While brands adopting an edgier persona on social media to attract a younger, hipper audience isn’t unheard of—just take it from Wendy’s or Duolingo — Nutter Butter’s marketing tactics are so unhinged that it has folks wondering “is Nutter Butter okay?”
This was the question posed by Cassie Fitzwater, who posted a now-viral video talking about how the page was freaking her out.
“If you guys have not seen Nutter Butter’s official account on here, I need you to stop what you’re doing and go look at it, because I had to, and I think you should, too,” she said in the clip. “I’m concerned. Nutter Butter, are you guys okay? Are you doing alright?”
The content is…surreal, to say the least. Every video feels like something out of a bad fever dream. Distorted voices, creepy retro commercial footage, dystopian imagery, jumps scares, unsettling cries for help…
Here’s a small sampling. Watch at your own peril.
Yup. Straight up nightmare fuel. Sort of makes that one Quiznos commercial ( you know the one ) seem tame by comparison.
Understandably, people and companies alike who have bravely wandered onto the Nutter Butter accounts have some pretty strong feelings.
“This crosses a boundary I didn’t know I had,” commented one viewer.
“I heard there was ✨unhinged chaos✨ from my favorite snack’s TikTok. I was not disappointed 🤣🤣,” wrote another.
“I love nutter butter! (please release my family),”someone quipped.
Meanwhile 5 Hour Energy’s page wrote, “Even I don;t know what to do with this energy.”
“im logging off,” Wheat Thins commented .
What’s more, the page also appears to be some kind of recurring narrative taking palace, centered perhaps around a mysterious Nutter Butter-headed doll named Aidan, along with a black cloud named Nadia, and a masked clown with a top hat known simply as the Nutter Butter Man, who (much like his Skibidi Toilet predecessor) does not seem to be a benevolent character, by any means.
In a lengthy post shared to the r/GameTheorists subreddit, one person theorized that "Aidan’s tragic past involves his son being murdered by an intruder in their home," adding that "Nadia [is] likely Aidan’s wife. Hints of a wedding and the similarity of her name to 'Aidan' suggest she plays a significant role in the story."
The Nutter Butter Clown, who originates from old commercials where he gave sweets to children, promoting the idea of accepting candy from strangers” the added. “Now, he symbolizes chaos and menace in the TikTok content.” Wow. Meta.
To that, at least, there are some answers. According to AdWeek , digital advertising student and Nutter Butter "superfan" Aidan Moloney left comments containing only his name on Nutter Butter's TikTok posts for a year straight, which eventually became so popular they were incorporated into the brand’s market strategy. Who knows–maybe he’s even the mastermind behind all of this.
Whoever that mastermind was, it seems like they did it with Gen Alpha's signature band of perplexing, complex and mildly disturbing meme culture in mind. And to great success, given that many haven’t even thought about these cookies in decades.
“Last time I had a Nutter Butter was after standardized testing in middle school. I’m in my 30s, I bought one today at a gas station because I remember their TikTok. So it's working.”
And that, ladies and gentleman, is what good marketing is all about.
Local News
Comments / 0