From Shelf to Scroll: Why Viral Promotions Matter (and What Matters More)

In 2020, I wrote a short LinkedIn article titled “Viral Trade Promotion Events.” My thought at the time: there had to be a better way for CPG brands to support the “must win moments” that shoppers, consumers, and retailers care most about.

Fast forward a few years, and wow—how things have changed. Viral promotions have become the slot machines of CPG marketing. But should manufacturers chase virality, or should they design systems that reliably build mental availability over time?

Let’s unpack four recent viral promotions—why they caught fire, the ripple effects for brands and retailers, and what they reveal about where CPG leaders are investing. I’ll close with a rubric to stress-test your next promo—and a reality check on whether “going viral” should really be the goal.

4 Viral Case Studies (and What They Teach Us)

1) Stanley x Starbucks/Target: the “drop” that broke TikTok (Jan 2024)

A limited-edition pink and red Stanley Quencher, tied to Valentine’s Day, created a frenzy. News and social coverage showed early-morning lines, scramble-to-grab moments in aisles, immediate sell-outs, and resellers listing cups for $100+. The hype even led to some employee policy challenges in stores.

The product was strong, but the mechanics—a hyped collab, limited colorway, exact drop time, and in-store scarcity—were the accelerant.

• Retail impact: bursts of footfall, swift stockouts, and operational strain.
• Brand impact: huge earned reach, but also scrutiny on issues like sustainability and resale culture.

Why it went viral: cultural heat around the Stanley “status tumbler,” the power of a collab, and endless user-generated content around “the hunt.”

2) CeraVe x Michael Cera: influencer-first slow burn (Feb 2024)

For weeks leading into the Super Bowl, creators played up a tongue-in-cheek conspiracy: was CeraVe actually founded by Michael Cera? The campaign peaked with a Super Bowl reveal that delivered the punchline.

The success wasn’t just about humor. It was engineered for social debate, creator participation, and tentpole timing. Trade coverage later credited the campaign with billions of earned impressions and a notable sales lift.

Why it went viral: a mystery arc, creator-led content, and a reveal that rewarded participation—while also sneaking in education about “ceramides” in a playful way.

3) Hidden Valley Ranch x Van Leeuwen Ice Cream: weird-on-purpose (Spring 2023)

A ranch-flavored ice cream, launched exclusively at Walmart for a limited time, was designed to provoke reactions. Media taste-tests and shopper videos fueled the buzz, driving trial traffic even if not every tastebud loved it.

Why it went viral: novelty, an exclusive retail window, and a format made for UGC (“I tried ranch ice cream so you don’t have to”).

4) Girl Scouts Raspberry Rally: scarcity turns into gray market (2023)

The first online-only Girl Scout cookie sold out quickly, then popped up on resale sites at many multiples of its original price. The organization discouraged buying from resellers, but by then the story had taken on a life of its own. The demand drama drove coverage, but also created disappointment among would-be buyers—and ultimately the cookie was discontinued.

Why it went viral: digital-only scarcity, FOMO, and visible reselling that became its own storyline.

The Pattern Behind the Pop

These examples didn’t happen by accident. The common threads:

• A hook people care about (trend, celebrity, or novelty)
• A reason to act now (limited edition, timed release, exclusive channel)
• Easy to share (visuals, reactions, or storylines fit for social)
• Retail readiness (or risk of chaos if execution lags behind hype)

Where Manufacturers Are Putting Their Money

Since my first article on this topic, areas of investment beyond trade spend—retail media, AI tools for marketing, and better digital shelf content—have gained in prominence. All of those matter, but the single biggest budget line for most CPG manufacturers is still trade funding: the billions of dollars spent on price discounts, TPRs, in-store displays, and weekly ad features.

At Accenture Song, working alongside our data and analytics–led strategy & consulting practice, we’re helping CPG clients reimagine how trade spend fuels discoverability and engagement—not just in-store, but across the scroll. By blending creative strategy with advanced analytics, we guide brands toward investments that drive both short-term lift and long-term brand equity.

For many brands, trade funding dwarfs the “new” investments combined. And yet, over 90% of it is geared toward short-term sales bumps—not creating moments that spark attention and conversation like the viral examples above.

This is where the shift from the shelf to the scroll comes in. For decades, CPG teams optimized packaging and promotions to win attention in the aisle. But today, the same battle happens on screens before shoppers even enter a store. Firebelly Marketing put it succinctly: “the brands winning shelf space are the ones winning the scroll.”

The implication: trade dollars can’t just buy space and price anymore. They need to fuel discoverability, visibility, and engagement in digital spaces—because the moment of choice often happens on the scroll, not just at the shelf.

Is Chasing Viral Worth It?

Viral hits feel exciting, but they’re unpredictable and often short-lived. Without a broader strategy, even the biggest buzz fades fast.

That’s why leading marketers focus on mental availability: being one of the first brands a shopper thinks of when it’s time to buy. Viral moments can help, but so can showing up consistently, reinforcing clear brand cues, and delivering a reliable product experience.

In other words: win the scroll, win the shelf, and you’ll win the shopper.

What’s the most effective “viral” CPG promotion you’ve seen lately—and did it drive lasting value, or just a quick spike?

#CPG  #Accenture  #Retail  #MarketingStrategy  #TradeMarketing  #ShopperInsights   #RetailMedia   #TPM   #RGM   #FMCG

Originally posted on LinkedIn Aug 19, 2025; https://www.linkedin.com/feed/update/urn:li:ugcPost:7363555379282153473/