Ten years ago, a YouTuber named AnnainCA uploaded a 1980s Nestle Crunch commercial, and the internet decided it needed a surprise ending. The meme has since become one of the web’s longest-running jokes, spanning Vine, YouTube, Instagram, and TikTok. Here’s how it started, and how it kept going.
AnnainCA’s Upload
On September 14th, 2009, AnnainCA shared the “1980s Nestle Crunch Commercial”, which captures a man taking a bite of a Nestle Crunch bar as a voiceover recites the slogan. Over 341,000 views have gathered on the short piece in its first 10 years.
Wille J’s Vine
On September 27th, Vine user Wille J uploaded an edit that ended with a slap instead of the expected bite, and the joke took off in 2016. That Vine gained more than 27,000 likes, 10,300 revines, and 9.3 million loops within three years. Two days after posting to Vine, Wille J put the same edit on YouTube, where it drew over one million views in the same span.
YouTube Variations
The commercial was adapted by YouTubers almost at once. On September 29th, 2016, YouTuber Arnold Hernandez posted his own version, which gathered over 100,000 views in three years. Two days after that, YouTuber JustCallMeJohn put out more edits of the video, pulling in over 14,000 views in three years.
A version of the meme made its way to Instagram. On November 21st, 2017, the account monosaccharidememes posted a Nestle Crunch edit that had a twist at the end, drawing more than 1,300 likes within two years.
TikTok Takes Over
In 2019, the meme hit its highest point, with TikTok users taking a sound from a Nestle Crunch edit and pairing it with videos featuring something snapping, falling, or hitting at the conclusion.
On March 22nd, TikTok user @reinhard_twins uploaded a video of a pole vaulting pole snapping. The video gained over 1.7 million likes and 93,500 shares in two months. On April 20th, TikTok user @zoelaverne uploaded a video of herself falling awkwardly onto a bed. That video gained over one million likes and 57,300 shares in two weeks.
Jaqueegeeze’s “Nestle Crunch Meme Compilation” video, uploaded on May 24th, 2018, brought together earlier examples of the edit. The compilation gained over 271,000 views and 4,200 likes in a year.
The Numbers Behind the Joke
| Platform | Creator | Format | Views / Likes |
|---|---|---|---|
| YouTube (original) | AnnainCA | Full commercial | 341,000 views |
| Vine | Wille J | Slap edit | 27,000 likes, 9.3M loops |
| YouTube (Wille J) | Wille J | Slap edit | Over 1M views |
| YouTube | Arnold Hernandez | Edit | Over 100K views |
| YouTube | JustCallMeJohn | Extra edits | Over 14K views |
| monosaccharidememes | Edit | 1,300 likes | |
| TikTok | @reinhard_twins | Pole snap | 1.7M likes, 93K shares |
| TikTok | @zoelaverne | Fall | 1M likes, 57K shares |
| YouTube | Jaqueegeeze | Compilation | 271K views, 4,200 likes |
Over the span of ten years, the meme has journeyed across numerous platforms, adopting fresh shapes as it passed from one service to the next.
Within weeks, the @reinhard_twins pole snap and the @zoelaverne fall each earned millions of likes, proving the joke can still travel far. The TikTok editions rely on the original edit’s audio as a starting point, letting creators construct whole videos centered on a snap, a fall, or a hit.
Key Facts
- AnnainCA’s original upload: September 14th, 2009
- Wille J’s Vine upload: September 27th, 2016
- Hernandez’s YouTube upload: September 29th, 2016
- @reinhard_twins TikTok upload: March 22nd (year not stated)
- @zoelaverne TikTok upload: April 20th (year not stated)
- AnnainCA’s original video: 341,000 views in 10 years
- Wille J’s Vine: 27,000 likes, 9.3M loops in 3 years
- Wille J’s YouTube: Over 1M views in 3 years
- Hernandez’s YouTube: Over 100K views in 3 years
- JustCallMeJohn’s YouTube: Over 14K views in 3 years
- monosaccharidememes’ Instagram: 1,300 likes in 2 years
- @reinhard_twins TikTok: 1.7M likes, 93K shares in 2 months
- @zoelaverne TikTok: 1M likes, 57K shares in 2 weeks
- Jaqueegeeze’s YouTube compilation: 271K views, 4,200 likes in 1 year
The meme’s path from YouTube to TikTok shows how a piece of content evolves. It began as a single stand-alone clip, then turned into something others could remix, and finally became a template that gave rise to countless similar videos made by users.
People have been repeating this joke for more than ten years, and they show no sign of stopping.
That is why we still love Nestle Crunch.
Source material: “10 Years Ago, The 'That's Why I Love Nestle Crunch' Meme Began,” Know Your Meme.
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