Nutter Butter has begun marketing to Gen Z and Gen Alpha through TikTok with videos that are surreal, disgusting, and even downright disturbing, challenging traditional CPG marketing.
Nutter Butter's strategy could be termed the "brain rot-ification" of consumer packaged goods marketing, creating content that reflects the chaotic nature of TikTok's humor and shock value.
Ironically, Nutter Butter’s TikToks are trending due to their irreverence, successfully engaging viewers with absurdist humor by leveraging shock value and bizarre imagery.
Nutter Butter has racked up significant engagement on TikTok with videos that might not showcase the product appealingly, yet they generate much buzz and views.
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