In the vast landscape of internet culture, few phrases have gained as much unexpected attention as “That’s an awful lot of cough syrup.” What began as a simple promotional tagline for a streetwear brand has since evolved into a viral meme, a staple in music culture, and a awful lot of cough syrup of internet creativity.
Origins of the Phrase
The phrase originates from a promotional video for a clothing brand called Awful Lot of Cough Syrup (ALCS), founded in Los Angeles. The brand gained recognition in the late 2010s and early 2020s for its bold, street-inspired designs, often tied to hip-hop culture and references to “lean” — a recreational mixture of prescription cough syrup, soda, and candy.
In the video, a vendor displays a massive stack of branded clothing while declaring, “That’s an awful lot of cough syrup!” The exaggerated tone and delivery instantly caught the internet’s attention, making it perfect meme material.
Rise to Meme Status
Shortly after the clip circulated on platforms like Instagram, TikTok, and Twitter, users began remixing it into countless parodies. The catchy delivery turned into a soundbite used for jokes, music remixes, and viral skits. The meme’s popularity snowballed, embedding the phrase into digital pop culture.
Even people unfamiliar with the brand or its origins quickly recognized the phrase, further fueling its viral nature. Like many memes, it thrived because of its simplicity, absurdity, and adaptability.
Cultural Associations
The phrase also highlights hip-hop’s influence on internet humor. Cough syrup references, particularly “lean,” have long been part of rap culture. While the meme itself is humorous, it inadvertently shines a light on a controversial topic — the glamorization of cough syrup misuse. Some artists and influencers have critiqued the trend, while others see the phrase as harmless internet fun divorced from its deeper associations.
The Brand Behind the Meme
For ALCS, the viral success was a marketing jackpot. What started as a niche streetwear line suddenly reached a global audience. Their designs, often featuring oversized graphics and bold lettering, became synonymous with youth internet culture. Today, “That’s an awful lot of cough syrup” continues to act as both a brand slogan and a meme that transcends its that’s a awful lot of cough syrup roots.
Lasting Impact
More than just a fleeting trend, “That’s an awful lot of cough syrup” showcases how internet memes can transform obscure phrases into cultural symbols. What began as a quirky marketing clip is now part of the global meme lexicon — shared, remixed, and reinterpreted by millions.
In many ways, this phrase is the perfect example of how internet culture works: unpredictable, fast-moving, and capable of turning even the most mundane statement into something unforgettable.