Nutter Butter Targets Gen Z With Its Unhinged TikTok Content

Are billboards still relevant in today’s world? Maybe not—at least not for the Gen Z crowd. We didn’t run a full-blown analysis, but my gut says this generation is more interested in brands that either lean into nostalgia or go completely off the rails. Case in point: Nutter Butter, which seems to be fully embracing the wild side.

Joining the ranks of digital disruptors like Duolingo, Ryanair, and Wendy’s, Nutter Butter seems to be taking notes from these mavericks, diving headfirst into the unhinged content game. Their unapologetically absurd approach is hitting all the right notes with Gen Z, sparking viral conversations and spreading like wildfire across the web.

Is Nutter Butter’s TikTok trying to sell cookies to Gen Z, spark anxieties, create trends, or is their social media manager just having a blast trolling everyone? Hard to say. If you’re curious, check out the Nutter Butter page and see for yourself. You might just find yourself wondering, “Who are Nadia and Aiden?” and possibly slipping into a mild state of existential dread.

For context, Nutter Butter’s Aidan and Nadia are distorted voices featured in one of the brand’s videos, where figures dance to a chaotic beat before the Nutter Butter Man and a black cloud come running after them. Does this have anything to do with selling cookies? Honestly, we have no clue. As a millennial, I’m ready to dive into TikTok, Instagram, Reddit, or whatever platform I can find to start getting answers—just like the hundreds of thousands of Gen Z users already in on the mystery.

Beyond the brand’s love of this mysterious Aidan and jump-scares on TikTok, apparently its other social accounts are just as weird. On X, Nutter Butter has simply written the word “help” on three separate occasions, and on Instagram, it continues its obsession with Aidan and Nadia. What in the Nutter Butter is going on?  

According to a response from Nutter Butter’s team to TODAY, the brand is all about embracing its “nuttiness” by ditching the polished social media playbook in favor of exploring the weird and surreal corners of the internet. “Our social channels create a realm of extreme absurdity and deep lore by going where no other cookie has gone before,” said the spokesperson. “Follow us as we push the boundaries of creativity to take you on unexpected adventures.”

Okay, fine. But that doesn’t tell me how I can help you? What do you want? Who is Aiden? Who is Nadia? Are they okay? Am I okay?