Inside the Nutter Butter TikTok Account: The Newest Addition to the Weird World of Absurdist Marketing

Nutter Butter has taken TikTok by storm but in a different way from what you would expect from a 55-year-old cookie brand. Instead of traditional product promotions, the brand has gone into a bizarre approach to storytelling. 

With a cast of characters and cryptic, meme-worthy videos, Nutter Butter has earned millions of views with content that feels more like an alternate reality game (ARG) than typical snack advertising. This is what brands call absurdist marketing, and it has catapulted brands like Nutter Butter into the spotlight, leaving some audiences completely confused as to what is happening with its content.

A Breakdown of Nutter Butter’s Viral TikTok Campaign

If you have been on TikTok lately, you have probably stumbled upon Nutter Butter’s videos — and wondered what is going on here. You are not alone — everyone is questioning Nutter Butter’s content and asking the peanut-shaped cookie brand if it is ok. 

Yet, the disarray behind the brand’s strategy seems to resonate with TikTok users, as the follower account skyrocketed from 400,000 to 1.2 million since September 13, 2024. But be forewarned, the videos keep getting weirder and weirder if you plan to follow Nutter Butter on TikTok.

Viral Moments That Captured Attention

The most talked-about videos involve the character Aidan. Most of the time, he is chasing a Nutter Butter cookie while the Nutter Butter man chases him. Other hit features include grainy scenes, peanut-butter-smeared objects, creepy Nutter Butter cookies — oh, and cats. 

@officialnutterbutter

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♬ original sound – nutter butter

It is a psychedelic madness that is racking up millions of views, and you are either here for it or not. Yet, while the content is strange, and the virality is only further increasing, people are curious to know what Nutter Butter’s content truly means.

The Characters Fueling the Frenzy

Aidan is the central figure in this bizarre TikTok strategy, a character who has inspired countless conspiracy threads. Recently adding to the intrigue is Nadia — a character named Aidan spelled backward. These characters appear throughout Nutter Butter’s posts, making followers wonder who these characters are. 

One theory from a Reddit user suggests that Aidan had a horrific past where a home intruder murdered his son. Nadia is Aidan’s wife, and the Nutter Butter Man is a clown playing a menacing character on TikTok.

Source: https://www.reddit.com/r/GameTheorists/comments/1fj77wu/the_nutter_butter_tiktok_account/

How Audiences Are Reacting

The comments section on Nutter Butter’s posts is equally entertaining. Some users reply saying they are scared of what is happening in the videos, while others express concern for Aidan. Some commenters even express they have officially gone too far down the rabbit hole of TikTok.

Source: https://www.tiktok.com/@officialnutterbutter/video/7413475577790778656?lang=en

The brand’s marketing team actively leans into this engagement, pulling elements from the comments to shape future content. As Zack Poczekai, Nutter Butter’s creative partner, puts it, “We’re always trying to evolve with our audience. While it does kind of seem like a moment right now, we’re just going to keep rolling with the punches and see what it is that they want, because we want them to be entertained at the end of the day and think of the cookie.”

This interplay between the brand and its followers has created an interactive narrative, further blurring the lines between marketing and entertainment. By embracing weirdcore marketing aesthetics and absurd storytelling, Nutter Butter becomes a digital phenomenon. And, as the “Nutterverse” expands — so does its appeal — proving that there’s a method to the madness.

What Is Absurdist Marketing?

Absurdist marketing is a strategy that defies conventional advertising norms by embracing surreal, confusing or nonsensical elements to grab attention. Rather than delivering straightforward messages — these campaigns thrive on randomness and ambiguity — turning confusion into a point of intrigue.

The point of absurdist marketing is to get the audiences curious and encourage them to interpret the content in their own way. The branding and marketing team at Nutter Butter points out that the reason their strategy is successful is because it keeps people guessing. 

Large brands know how challenging it is to sell on social media these days and start conversations. So, the brand’s marketing team figured, why not try this and see how it goes? Now that they know what they are doing is working, the company will keep up with the weird posts to see how far it can go.

Absurdist Marketing is Parallel to Anti-Design

Absurdist marketing is like anti-design — a design movement deliberately rejecting conventional aesthetics. Both rely on disruption to force engagement by going against the norms. In anti-design, the movement rejects symmetry and order in favor of clashing colors, jarring imagery and strange typography. 

One recent example is Charli XCX’s Brat album cover, which embraces chaos through a puke-green color and a plain-looking “PowerPoint” font. The artist deliberately wanted her album cover to look unfinished, and she got what she was looking for — to get reactions out of people and leave room for interpretation.

Absurdist marketing is anti-marketing, putting audiences into discomfort as a way to capture attention. With how Nutter Butter promotes weirdcore marketing, the unpredictability of their content causes viewers to piece together the stories themselves. 

Videos like the peanut butter-smeared dollhouse and Aidan riding on cats are not meant for audiences to understand immediately. Instead, they provoke users to comment, theorize and re-watch, mirroring how fans may dissect an unconventional album cover to uncover hidden meanings.

Why Absurdist Marketing Works for Nutter Butter

Today’s consumers are attracted to fragmented media and internet trends that mix reality and humor, especially Gen Z and millennials. The younger generations grew up in an era where big brands were advertising everywhere — pushing the age-old agenda, “Buy our stuff today!” 

Nowadays, a social media post will only go viral if it is humorous, entertaining or wildly out there. When corporations push beyond the boundaries and act like today’s online consumers, they speak their language. This approach is more relatable than anything and becomes a refreshing technique that audiences do not expect.

For Nutter Butter, absurdist marketing functions similarly to experimental art. By engaging viewers with randomness and mystery — it creates an interactive experience for users — building deeper connections.

Should Other Brands Adopt This Strategy?

Absurdist marketing can be a powerful approach to increasing engagement, but it is only for some. Brands like Nutter Butter, Wendy’s and Skittles have already leaned into this strategy because they have a strong brand recognition and an established presence. Their audiences are familiar with their products, which gives them the advantage of experimenting with unconventional content.

On the other hand, the quirky, weirdcore marketing style thrives on platforms like TikTok, where Gen Z and millennial audiences love humorous and random content. Therefore, this strategy could be ideal for brands to create meme-worthy posts. While Nutter Butter’s content is nonsensical and outlandish, you may want to try a different approach that still offers playfulness and entertainment.

Of course, if you attempt Nutter Butter’s strategy, you need to understand the fine line between quirky and alienating. Poorly executed absurdist campaigns could come across as out of touch, especially if they feel forced. Nutter Butter builds off of audience interaction, so brands that need more of a genuine pulse on their audience may risk creating gimmicky content. 

For this strategy to work, you need to know your audience. Start engaging them to gain insights and slowly gear your brand toward weirdcore marketing. By dipping your toes into this area, you can learn whether this strategy works.

When Absurdist Marketing Becomes Strategy

Nutter Butter’s TikTok campaign testifies the power of bold, unconventional marketing. By leaning into absurdity and weirdcore strategies, the brand resonates with young, hyperactive consumers. As such, sometimes, the most effective way to stand out is to leverage unpredictability and break the rules.

However, this approach is only for some brands, and marketers must consider their brand recognition and audience. Experimentation is key, and brands considering this path must ask themselves whether they can truly commit to this bit. If yes, they may achieve the magic that turns an ordinary product into a cultural phenomenon.