Brands are chasing "unhinged" marketing to stand out on social media, but few go all in—except Nutter Butter. Their surreal, brainrot TikTok content caused polarizing reactions: some call it genius, others question if marketing has gone too far.
While their strategy got people talking, does viral attention equal success? We asked the Koi Pond* for their opinion as Gen Z consumers.
*NinetyEight’s Koi Pond is a growing research community with over 1,000 Gen Zs spanning 39 U.S states and 27 countries
