Grimace was originally described as stealing milkshakes in McDonald’s advertising.
When the character debuted in the early 1970s, Grimace was presented as a large, purple figure with a mischievous appetite for milkshakes. This early characterization was different from the friendly, simple companion familiar from later McDonaldland advertising.
McDonald’s subsequently softened and simplified Grimace’s personality. He became a good-natured friend of Ronald McDonald and a recognizable part of the company’s family-oriented character lineup rather than a threatening or troublesome villain.
The change illustrates how McDonald’s adjusted its character branding for younger audiences. Grimace is often remembered mainly by his color and shape, while his original milkshake-stealing role is less widely known.