Nutter Butter’s TikToks are freaking us out—and scoring millions of views

Over the past five years, brands have landed on a voice you probably know well. A humanlike—sometimes sarcastic—brand voice designed to speak the language of a younger, hyper-online consumer. Duolingo’s mascot has a crush on Dua Lipa; Ryanair doesn’t have time for your BS; meanwhile, chicken sandwich brands spent all of 2019 fighting in each other’s comment sections. That sort of thing. It’s flippant and pithy—definitely not your mother’s corporation! Buy our stuff! A few years...