Twitter has taken down meme-sharing accounts created by snack brand Planters to juice attention for the arrival of its new mascot, 'Baby Nut,' during the Super Bowl.
of the accounts, determining that some of the accounts were created before the public knew Planters would introduce Baby Nut and suggesting the accounts were part of the campaign.
"As we prepared to launch Baby Nut, we knew our fans would want as much content as they could get. After consulting with Twitter, we launched three meme-sharing accounts in a fashion we believed was compliant with its terms of service," the brand's Head of Communications U.S. Brands Lynne Galia said in a statement. "After we went forward, Twitter ultimately decided these accounts were noncompliant. We respect that decision."
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