Grimace is a large, purple, friendly character from McDonald's advertising known for his rounded shape and smiling, clumsy demeanor. Originally introduced in 1971 as "Evil Grimace," a villain with four arms who stole milkshakes and Coca-Cola, he was soon transformed into a lovable, amiable character with only two arms and a simple, slow-witted personality.
Regarding what Grimace actually is, McDonald's has offered a somewhat playful and ambiguous explanation over time. Commonly, Grimace is described as an embodiment of a milkshake or a taste bud. A McDonald's spokesperson in 2012 and 2014 stated Grimace could be either a milkshake or a taste bud, and in 2021 a Canadian franchisee explicitly described Grimace as "an enormous taste bud." This explanation aligns with the character's role symbolizing the delicious taste of McDonald's food.
Grimace is part of a larger fictional universe called McDonaldland, where he has family members like Uncle O'Grimacey. He has been a prominent mascot and character in McDonald's commercials and promotions for decades, including recent appearances at public events and in social media campaigns.
In summary, Grimace is best understood as a friendly, purple mascot originally created as an antagonist but reimagined as a symbol of taste, often described as a taste bud or milkshake embodiment within McDonald's branding lore.
