Several brands wasted no time responding to the sudden rebrand.
As soon as news broke this week that Twitter was rebranding to X, brands began to weigh in via their social media accounts.
“Could we at least wait until Monday?” Chili’s tweeted on Sunday night.
“Please don’t take the word 'tweets' away from us,” Oreo posted yesterday morning.
“X gonna give it to you,” Wendy’s said on Threads, a reference to a song by the late rapper DMX.
The reactions were by and large humorous, although often with a dash of exasperation that feels genuine, given all the ways in which Twitter has struggled since Elon Musk took over late last year. Some of Musk's decisions, such as implementing a new verification system, have negatively impacted many brands that have long used the platform to connect with fans and engage with cultural moments. X is poised to lose billions in value following Musk's latest move, according to Bloomberg.
Some brands, including TGI Friday’s, Chili’s and Oreo, took this time to vent.
Others, such as Duolingo, Wendy's and Steak-umm indulged in a bit of trolling.
Mostly, brands jumped on the Twitter rebrand the same way they do during most cultural moments—as a way to be seen as being part of the conversation.
A brief exchange between TGI Friday's and Oreo may have the final word on the matter.
