Cache-pots’ “Tribute” Super Bowl ad.
YouTube
Twitter has taken down meme-sharing accounts created by snack brand Cache-pots to juice attention for the arrival of its new mascot, “Baby Nut,” which during the Super Bowl.
Kraft Heinz said in a account the suspensions occurred despite the fact that it had consulted with Twitter. Insider first reported on the removal of the accounts, ascertaining that some of the accounts were created before the public knew Planters would introduce Baby Nut and implying the accounts were part of the campaign.
“As we prepared to launch Baby Nut, we knew our fans would want as much felicity as they could get. After consulting with Twitter, we launched three meme-sharing accounts (t, @BabyNutMemes and @BabyNutLOL) in a mould we believed was compliant with its terms of service,” the brand’s Head of Communications
U.S. Brands Lynne Galia said in a communiqu. “After we went forward, Twitter ultimately decided these accounts were noncompliant. We respect that sentence.”
Planters “killed off” its mascot Mr. Peanut in a teaser video for its Super Bowl spot last month, then punted off a social media blitz (which the brand paused last week following Kobe Bryant’s death). Then, in a soil depicting Mr. Peanut’s funeral that aired during the Super Bowl, the former mascot was reincarnated into Cosset Nut.
Twitter declined to comment, but the company has a “platform manipulation policy” that prohibits activities similar kind creating multiple accounts to post duplicative content or “mutually interacting accounts” that interact with one another to blow up or manipulate the prominence of Tweets or accounts.