COLUMBUS, Ohio — A&W Restaurants decided to join in on the online uproar over M&M's decision to give its cartoon "spokescandies" a break.
Mars, which owns M&M's, drew criticism earlier this week for changing the animated candies' appearance, including exchanging the green M&M's go-go boots for sneakers.
A&W tweeted on Tuesday that it decided to clothe its previously pant-less bear character, "Rooty the Great Root Bear," in denim jeans because "even a mascot's lack of pants can be polarizing."
The tweet has been viewed more than 16 million times and has more than 100,000 likes.
The tweet got the reaction the company was seeking, maybe a bit more than they expected, but Rooty is not changing his wardrobe. A&W said the social media post was a chance for a little tongue-in-cheek marketing, according to CBS News.
"Is now a good time to mention that this is a joke," the company tweeted on Wednesday.
"Our social media post yesterday [Tuesday] was purely in jest, intended to be playful banter with the M&M's team," A&W spokesperson Liz Bazner said. "We have no plans to actually change our mascot's current outfit and had no idea that we would strike a nerve with such a large audience."
Rooty has been the restaurant's mascot since 1963.
A&W is a fast-food chain famous for its root bear floats. The company has about 600 locations across the U.S., including three in central Ohio.
