McDonald’s has officially relaunched its iconic character Grimace in Brazil, introducing a new drink called the Grimace Shake, which is set to tantalize taste buds with its unique purple fruit flavor. The announcement was made on May 8, 2025, marking a significant return for the beloved character who has been a part of the McDonald’s universe for decades.
The Grimace Shake is already available for pre-sale on the Méqui app and will be accessible at all McDonald’s locations starting May 13, 2025. This limited-time offering aims to connect with both nostalgic customers and the younger Generation Z audience.
To promote the launch, McDonald’s has enlisted the help of Brazilian skater Rayssa Leal, a recent champion in a major skateboarding competition in the United States. Rayssa has been seen with a purple plush cup at events, hinting at the new drink and creating buzz around its release. In a video shared on her social media, she announced the pre-sale of the Grimace Shake, further solidifying her role in this exciting campaign.
Ilca Sierra, the Marketing Director for McDonald’s in Brazil, expressed enthusiasm about Grimace's return, stating, “The Grimace Shake, which has already been a phenomenon in other countries, is coming to Brazil and promises to captivate the audience—whether for its incredible purple fruit flavor or for the return of Grimace. The comeback of such an iconic character symbolizes how the brand transcends generations while bringing novelties connected to Generation Z.”
Grimace, who was originally introduced as a villain in 1971, has evolved into a friendly character over the years. Known as Shake in Brazil, he was part of a larger ensemble of characters that included Ronald McDonald and others, but he was retired from active promotion in 2003. The character's transformation into a 'good monster' reflects McDonald’s efforts to adapt to changing audience perceptions.
In recent years, Grimace has made surprise appearances across various platforms, including a notable visit to Lollapalooza Brasil, where he showcased the Grimace Shake for the first time. His presence at the festival delighted fans, and he has since been engaging with the public through McDonald’s WhatsApp channel, sharing daily experiences and creating a sense of community.
Rayssa’s partnership with Grimace has also been a hit, as both figures resonate with younger audiences. The skater, who was born in 2007, represents a new generation that may not have experienced Grimace in his original form. However, her involvement bridges the gap between the nostalgic and the contemporary, making the campaign appealing to a broader audience.
As part of the marketing strategy, the campaign was developed by the agency Galeria.ag, which has successfully integrated modern elements to attract younger consumers. “Grimace embodies the aesthetic, language, and connection with youth culture, but he also brings back fond memories for those who grew up seeing him in restaurants,” Sierra added.
The Grimace Shake is not just a drink; it’s a symbol of McDonald’s ongoing efforts to innovate while honoring its legacy. With its vibrant purple color and fruity flavor, the shake is expected to be a hit among customers, especially those eager to relive the nostalgia of Grimace’s earlier days.
In addition to the shake, Grimace has adopted new hobbies to appeal to the younger demographic, including skateboarding and playing video games. This rebranding effort aims to modernize his image while maintaining the charm that made him a beloved character in the first place.
The shake will be available for a limited time only, prompting fans to act quickly to secure their taste of this unique offering. With the pre-sale already underway, McDonald’s is tapping into the excitement surrounding the character’s revival and the anticipation for the new drink.
The Grimace Shake not only represents a new product launch but also encapsulates a broader narrative about nostalgia, innovation, and connection across generations. As McDonald’s continues to evolve, the return of Grimace serves as a reminder of the brand’s ability to adapt while keeping its history alive.
As the launch date approaches, fans are encouraged to stay tuned for more updates and to participate in the ongoing conversation about Grimace and the new shake. McDonald’s is poised to make a significant impact in the market with this playful yet strategic revival of a classic character.
