The approach has gotten people talking and grown the account to more than a million followers at this point - even if they're questioning the strategy.
The bar for what is 'normal' among social media is changing...brands can benefit by realizing that subcultures are not as niche as they may think.
Mondelez's Nutter Butter in particular has made headlines as of late for its social posts made up of cryptic tweets and peanut butter-covered haunted house videos.
Brands building their online personas around internet culture, and in some cases, Gen Z speak, isn't a new phenomenon.
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