Jimmy Donaldson “MrBeast”, the biggest YouTuber in the world, recently asked his fans to patrol the shelves of their local big box store to make sure his Feastables chocolate bars weren’t a huge mess.
Some people happily enlisted in his effort, while others threatened a counter-attack and others mocked the brand activation.
On FridayMrBeast Twitted “I need your help!”. Next time you see Feastables in Walmart if you could clean up the presentation and make it look better that would make me very happy.
I need help in the short term but I am building a team to do this frequently.
I need your help! Next time you see Feastables in Walmart (and soon to be new retailers) if you could clean up the presentation and make it look better that’d make me very happy 🥺— MrBeast (@MrBeast) March 3, 2023
I’m building a team to do this routinely, just need help in the short term ❤️ pic.twitter.com/CzYqOqQvta
Feastables is a chocolate bar brand launched in early 2022 that claims to “sustainably source” its cacao, offer “carbon-neutral checkout” via TerraCycle, and give cash donations to alleviate food insufficiency in the U.S. Someone wrote on the forum that they don’t taste bad.
Some fans went into cleanup mode after seeing pictures of themselves being very weird. “I was at Walmart and saw your chocolate bar,” said a self-described business mogul who goes by LoneWolf on Twitter.
They were fixed correctly. Anything goes for the team. I bought a chocolate sea salt one.
They were not the only ones. Someone wrote, “Got you covered in San Tan Valley, AZ Walmart”. Walmart in Marion IN is good for now because it wasn’t in terrible shape, according to a third person.
Some people who weren’t volunteering at the largest company in the world rushed to compliment MrBeast on his incredibly savvy business move.
That is brilliant! Crowdsourced the Cleanup, said “Reluctant Carnivore” ItsJustinRhodes. Muaaz thinks that creator brands will dominate the shelf space this decade.
I feel like I’m going insane reading these replies. What the fuck is wrong with people pic.twitter.com/M01lSCbmEn— Wild Geerters (@steinkobbe) March 4, 2023
But the backlash was very swift. Anti-Beasters threatening to ruin the displays became a battleground for MrBeast’s call to Feastables action.
Some people mocked the rich YouTuber for asking fans to work for him for free, and others joked about catching Feastable vandalists and tying them up like Batman.
The last gasp of humanity was felt by a few and they hope to flee in the face of such brazen late capitalism.
.@MrBeast I caught this man after he bumped into a Feastables display at Walmart. I am slowly poisoning him with gas and he is begging for his life. Shall I finish him off sir? pic.twitter.com/8xFM9Eibtq— adult human shemale (@boygrrI) March 5, 2023
.@MrBeast I caught this man after his shoulder brushed a Feastables display and one of your chocolates fell to the ground. He is pleading for mercy but I do not believe he is truly sorry. How shall I deal with him sir? pic.twitter.com/ONDhx1xTb1— Ali (@haramcart) March 5, 2023
when you don’t organize mr beast’s chocolate bars pic.twitter.com/DDuFjmpyXD— jordan (@JordanUhl) March 5, 2023
Mr. Beast just unlocked a new form of capitalism, I hate it here pic.twitter.com/9ay9ejIr94— Strewth 🏳️⚧️🏳️🌈 (@StrewthQueen) March 5, 2023
MrBeast has been involved in controversy before. His most recent voyage through the briny waters of online discourse was centered around paying to give a thousand people cataract surgery to fix their eyesight. The video called “1,000 Blind People See For The First Time”. It was applauded that the apparent philanthropy was a case of clout-chasing going well. The latest stunt in a long-running trend of MrBeast making content out of charity in a way that is both emotionally manipulated and papers over the systemic inequalities that created the problems in the first place was criticized by some.
The Feastables campaign doesn’t have the same moral stakes but it does have the same hallmarks of an internet sinkhole.
There are some things wrong with this picture. A posting about it won’t fix them. The pull is so strong that no one can resist.
The real power of the MrBeast brand is not getting a lot of people to like it.
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