From Bearista to Spidey D: How Three Brands Hijacked Social Media

And what brand marketers can steal from them for their social media strategies

If you’ve been anywhere near the internet lately, you’ll have seen a cup, a doughnut, and a gingerbread-shaped dupe take over the national mood.

Starbucks, Dunkin’ and Aldi each pulled off wildly different — but equally brilliant — social stunts that prove one thing:

In 2025, social media trends aren’t born in marketing plans. They’re born in chaos, community, and camera rolls.

Let’s break down the key takeaways your brand can use tomorrow morning.

The Bearista Cup: Cute, Limited, Viral

Starbucks dropped a teddy-bear-shaped cup, and the internet collectively lost its mind.

It was adorable, scarce, and absolutely begging to be posted. Suddenly, people were queuing pre-sunrise, documenting their “hunting journey” and flexing their wins like they’d caught a rare Pokémon.

Why it worked:

• It looked incredible on camera
• It was limited enough to spark FOMO and frenzy
• The community did all the storytelling (“I tried five stores!”)
• Resale prices fuelled the hype cycle even further

This blew up beyond simple brand marketing. It became a cultural event disguised as drinkware.

Dunkin’s Spidey D Doughnut: A Pastry With Main-Character Energy

Dunkin’ looked at its Halloween doughnut and thought, “What if this had a personality disorder?”

Enter Spidey D — an unfiltered, meme-fluent character who briefly hijacked Dunkin’s socials.

The tone? Delightfully chaotic.
The engagement? Through the roof.

Why it worked:

• It personified a product people already liked
• It spoke like the audience (not a legal department)
• It created a story fans followed, stitched, and quoted
• It felt spontaneous, messy, and alive

A masterclass in letting go of control — and taking risks — on social media.

Aldi: The Dupe King Strikes Again

While Starbucks’ Bearista went viral, Aldi waltzed in with a gingerbread man cup and a cheeky caption:

“That Seattle-based coffee chain could neva.”

And just like that, they weren’t competing — they were co-starring in the trend.

Why it worked:

• They didn’t start the hype, but they amplified it perfectly
• They joined the conversation on the audience’s terms
• The dupe angle tapped directly into everyday consumer humour
• It felt playful, fast, and self-aware

This is how you piggyback a trend without looking thirsty.

So How Do Brands Do It?

Short, sharp, and actionable:

• Give a product a voice
  A one-day takeover by a cheeky mascot, character, or item can transform your presence.
• Drop something visually fun
  It doesn’t need to be expensive — it just needs to be photogenic.
• React quickly to trends
  A tongue-in-cheek nod beats a perfectly polished, week-late post.
• Let your audience participate
  Encourage hunts, reveals, duets, and stitched reactions. The drama is half the fun.
• Use memes as a language, not an afterthought
  It’s how your audience communicates. Meet them there.
• Build mini story arcs
  A takeover. A feud. A dramatic finale. Do it for the plot.
• Loosen the tone where it counts
  Social isn’t a press release — it’s a conversation.

And remember: you don’t need to start the trend to benefit.
Aldi proves you can win by riffing on someone else’s moment — as long as you do it with charm.

Embracing the Social Chaos

The brands winning right now are the ones willing to take risks. To be quick. To be self-aware. To show some personality — and let their audience join the fun.

If you’re a marketing manager wondering, “Could we do something like this?”

The short answer is: absolutely.

The slightly longer answer: yes — but it has to be brave.

Lean in. Play. Take risks.
Social media loves a brand that doesn’t act like a brand.

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✨ Ready to Elevate Your Social & Influencer Strategy?

Whether you want to build a bolder brand voice, create social-first activations, or turn moments into movements, our team can help you make it happen.

👉 Get in touch to chat about your next campaign.

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