Should brands be so online? Nutter Butter’s extreme social persona speaks to changing brand dynamics

Brands used to carefully curate their social media pages, presenting overly polished content and professionalism.

That was then. Now, that pendulum has swung to the other side, with brands like Duolingo, Dunkin’, Scrub Daddy and Nutter Butter seemingly embracing chaos, adopting Gen Z’s extremely online culture and internet speak as the new standard approach to social.

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. The New York Times called Nutter Butter’s approach a “fever dream” while social media users have spent the past few weeks trying to figure out what to make of the cookie brand’s online presence. (The snack brand responded to one user asking if Nutter Butter was OK.)

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