Why was the Internet obsessed with McDonald's mascot Grimace in the US - and his shake?

The absurd video trend coming out of the craze – called the "Grimace Shake Incident" by some – may unsettle people unfamiliar with Gen-Z's comedic lexicon. Online, social media users have jokingly exaggerated the effects of drinking the shake. — Twitter/@McDonalds

McDonald's is behind one of the summer's most coveted treats, which has put its mascot Grimace at the forefront of a viral trend.

And it all started with what appeared to be a simple promotion in June to celebrate the 52nd birthday of the Ronald McDonald gang's furry purple member: a purple milkshake (available for a limited time, natch). As luck would have it, the milkshake has made TikTok bleed purple as Internet denizens have taken the concoction from tasty treat to horror prop in due fashion.