"We played too hard and went too far". How Maslotom turned the Threads experiment into a scandal and what the reckoning is

Maslotom, a Lviv-based company that produces craft sweets and nut spreads, is at the center of a scandal. The brand started communicating in an aggressive manner on the social network Threads, using foul language.

This kind of trashy communication is appropriate in this new social network, but Maslotom went too far. What mistakes did the company make and how is it paying the price?

What Maslotom produces and what happened

Maslotom is a Lviv-based manufacturer of craft sweets and nut spreads that has been operating since 2012. The company was founded by Lviv residents Mykhailo Boiko and Taras Fityo. They were among the first in Ukraine to launch the production of peanut butter on an industrial scale.

In 2021-2024, the company's revenue increased sevenfold to UAH 107.3 million, according to YouControl. In the first nine months of 2025, the company received almost UAH 92 million in revenue.

Maslotom's product line includes not only pastes, but also bars, chocolate, caramel and candies. The products are sold online and through the Silpo supermarket chain.

The brand's tone of voice has always been ambiguous. On Instagram and email newsletters, communication is light, humorous, and friendly. Instead, on social network X (formerly Twitter), Maslotom used a much more scrappy style with sharp humor and self-irony.

There was even a separate account for this purpose – "Rascals maslotom". In 2023, the company stopped its activity in X without explaining the reasons.

The market explains this decision in different ways. Some attribute it to the platform's toxic communication, while others attribute it to the unwillingness to answer questions about cooperation with a chocolate producer that has not left the Russian market.

It was the international company Puratos, from which the Lviv-based manufacturer purchased chocolate. Later, one of Maslotom's founders, Mykhailo Boyko, said that he was unaware of his partner's activities in the Russian market.

Threads: an experiment that went too far

In mid-December 2025, Maslotom's communication on Threads became similar to the old Twitter, but even ruder. The company allowed itself to use obscene language in comments about specific individuals.

A separate outrage was caused by a post with a sticker of Patriarch Kirill on one of the screenshots. When a Threads user pointed out that he supported Russia's war against Ukraine, the brand responded that it allegedly knew nothing about it.

Another failed episode was a meme with a girl holding a dog by the skin. In the post, the brand's SMM manager tagged the animal rights organization UAnimals and wrote about "boo-boo pussies." Some of the audience took this as a mockery of the topic of animal cruelty.

As a result, the Threads audience was divided: some sharply criticized the brand, while others actively supported it.

A few days later, Maslotom published an apology post on Threads. In it, the company explained that it had decided to conduct an experiment.

"They took a separate team and gave them carte blanche. They behaved extremely irresponsibly. As a result, they overplayed their hand and overreacted," the post reads.

The company transferred UAH 100,000 to the animal rights organization UAnimals and also apologized.

Threads feeds on scandals

Such a provocative strategy is normal for Threads, explains Yuriy Kopyshynsky, CEO of digital marketing agency Webpromo.

"Treds is often called Heights. Because everything that is provocative is picked up there," he explains.

This social network is currently poorly regulated by algorithms, says Kopyshynsky. Any topic that arouses emotions or controversy can quickly gain coverage. There is virtually no censorship, but there is a possibility of native audience growth.

"I've done tests: if there is a relevant topic that affects a large number of people, and you are one of the first to write about it, the audience starts to grow rapidly," Kopyshynsky notes.

At the same time, Threads, like any social network, reads users' behavioral factors and adjusts the feed to their interests. But artificially "heating up" a topic through paid comments doesn't work here.

Maslotom has a large audience on Threads. The company has 62,400 subscribers on this social network, while the popular snack manufacturer Fizi has 8,600, and the nut paste manufacturer Aumi has 8,700.

The strategy is effective, but it should not be overdone

In terms of relevance to the Threads audience, the Maslotom concept was a good choice, says Taras Tomenchuk, founder and CEO of SMM agency T.agency.

The main problems, he said, arose from two episodes: a post about animal cruelty and a public conflict with a particular person.

"It was these moments that triggered the negative reaction. If it weren't for them, the case could have been a winner, with increased sales, LTV (total profit), and customer returns," says Tomenchuk.

Even foul language and certain rudeness, if used correctly and for the right audience, can be perceived as humor, he adds.

"This seems to be the approach the brand was aiming for. For Threads, this communication was appropriate and potentially effective."

Increased awareness, but a blow to reputation

Alexander Smirnov, Trueplay's Marketing Director, admits that Maslotom has hit the nerve of the audience and thus significantly increased its recognition. [Previously, he was co-founder and creative director of Tabasco Group, which worked with FMCG brands]

Recognizability is the key to promoting the product category in which Maslotom operates, the marketer believes.

"The snack category is specific. Sales here are almost directly proportional to brand awareness. Whether it's scandalous or not, 'smart' or 'stupid' is secondary in this category," he explains.

But in terms of reputation, the brand has seriously lost its way, Smirnov notes. Therefore, this case has rather a negative effect for the company. The audience is now very tense, and the so-called reputation experts, public intellectuals, and anyone who wants to speak out will definitely do so, Smirnov notes.

"The question is whether the company needs such ostracism. Most likely not," he concludes.

LIGA.net asked Maslotom for a comment. The company replied that it was not commenting on the situation at the moment.

Should brands go to Threads

Should brands enter Threads? Yes, definitely, says Yuriy Kopyshynsky, CEO of digital marketing agency Webpromo. According to him, it is important for businesses to be where their audience is.

At the same time, the key issue is not the presence on the platform itself, but the boundaries that a brand is willing to cross in order to remain visible without losing its own identity.

"The question is not whether to go to Threads, but what boundaries the brand is willing to cross in order to be interesting and not lose itself," says Kopyshynsky.

He cites TikTok as an example. Initially, this social network was perceived as a platform for entertainment and dancing, but over time, real estate, banking products and services began to be effectively sold there. Even conservative financial institutions were able to adapt the tone of communication and significantly increase their audience.

"Threads is also about audience growth. And how to work with this channel is a matter of expertise and the ability to stay relevant on a particular platform," he concludes.