This morning, the Twitter account for Sunny D — the ultra-sugary non-juice product beloved by tweens and youths — shared a cryptic message, out of the blue: “I can’t do that anymore.” The tweet attracted a good quantity of criticism from different Twitter customers who see this as a shameless try to make use of the implication of a psychological well being disaster as a part of a drink firm’s social media presence.
If the social media supervisor of this account wants assist, the powers that be at Sunny D mustn’t solely step in and let the worker take a psychological well being break, but in addition take down the social media documentation of their ache out of respect for his or her emotional well-being. And if this was a extra calculated stunt — if there was nobody really struggling on the opposite finish of the Twitter account — then that is simply an act of pure exploitation; an try to leverage the conversations about millennial burnout and Gen Z’s nervousness into model engagement.
The Sunny D tweet arrives shortly after a number of high-profile performers shared troubling messages about psychological well being on social media, main their buddies and the authorities to reply in actual life. Again in December, SNL comic Pete Davidson Instagrammed the message, “I actually don’t need to be on this earth anymore,” prompting a police officer to go to his home to test on the star. (Davidson would later acknowledge the incident throughout a “Weekend Replace” sketch on SNL.) And final month, rapper CupcakKe tweeted a message about planning to commit suicide, main buddies to get in contact with native police, who then took her to the hospital. She later tweeted, “I’ve been preventing with despair for the longest ..sorry that I did it public final night time however I’m okay,” noting that “im [sic] lastly getting the assistance that I have to get via.”
Particularly proper now, Twitter customers are attuned to identify any tweet that may very well be thought of a cry for assist — which is why at the moment’s Sunny D message is all of the extra egregious. And sadly, based mostly on the path of retweets and replies that Sunny D has been serving up, it seems that it’s some sort of ruse. If somebody was actually hurting, would they really hit retweet on all of those messages about such trivial annoyances, as a part of their job?

It ought to, maybe, come as no shock that the unique tweet impressed involved reactions from different manufacturers, like Moon Pie, Pop-Tarts, and Little Debbie, who clearly perceive Sunny D’s ache. This morning’s tweet represents an evolution of considered one of 2018’s most groan-worthy social media traits: manufacturers promoting you despair. However in contrast to, say, the Steak-Umm’s psychological well being rant from final yr, Sunny D created a message — “I can’t do that anymore” — that’s obscure and seemingly designed to imply various things to completely different Twitter customers. Clearly, some individuals learn it as a cry for assist, whereas others thought it was a whimsical remark about Monday morning, post-Tremendous Bowl inertia.
And regardless of the appreciable quantity of engagement generated by that tweet, Sunny D by no means adopted up with any extra details about what impressed the tweet, apart from this obscure message:

Temper final night time. All good MP thanks for checking in ily— SUNNYD (@sunnydelight) February 4, 2019

These tweets are additionally aligned with one of the vital annoying social media traits of the brand new yr: manufacturers that tweet within the first particular person. The message, it appears, is that these Twitter accounts are precise actual souls, misplaced in a digital ether. They really feel ache, however you’ll by no means actually know why. The least you are able to do, although, is take note of their struggling, and possibly consider their battle the subsequent time you’re within the drink aisle. However there may be additionally a second choice: ignore the model and its disingenuous act fully, and hopefully, finally, these stunts will come to an finish.
When you or anybody you already know is contemplating suicide or self-harm or is anxious, depressed, upset, or wants to speak, name the Nationwide Suicide Prevention Hotline at 1-800-273-8255 or textual content the Disaster Textual content Line at 741-741. For worldwide assets, right here is an efficient place to start.
• @sunnydelight [E]• How Meals Manufacturers Offered You Despair in 2018 [E]

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