Various food brands thought they’d get cute by brutalizing books in a “don’t have a bookmark” challenge involving crushing Chex Mix and chicken wings inside of them and dousing them with milk. Haha, said book lovers, publishing houses, bookstores and libraries. Not funny.
The war was apparently started Monday by Chex Mix with a tweet showing its food bits scattered over the pages of a book, which was then snapped shut with its Chex Mix “bookmark” inside.
Stunned critics responded with “unfollow” — and worse.
Then it was Oreo Cookie’s turn. “Don’t have a bookmark? Try using Oreo cookies and milk instead,” quipped an Oreo tweet. “No books were harmed in this dunking,” Oreo chortled in a subsequent message.
This is the worst social media challenge in history and we demand that all of you stop it AT ONCE. Books are precious objects that deserve our respect.
Now go sit in the corner and think about what you’ve done in the name of “content.” https://t.co/rexTG3pBwh
— Random House (@randomhouse) September 13, 2019
Then others joined in on the brutal action:
Wtf Vitaminwater. That’s just wasting vitamin water and a book
— JOVAN HAS RISEN (@ethermac) September 10, 2019
Hey, hey company trying to be cool… Do you hear that sound?
Press your ear to the floor, I hear that helps. Try, and you can feel it coming…
The encroaching sound of thundering beneath us… It’s the sound of a thousand librarians and bibliophiles.
They are coming for you.
— Scarab, Beetlest of Beetles (@SignBeetle) September 11, 2019
thought we asked you not to do this
— America’s Librarian (@HalpernAlex) September 12, 2019
To be fair, I’ve seen a bacon bookmark in a library book. Same thing really.
— UrbanLibrariansUnite (@ULUNYC) September 12, 2019
Suggestions for kinder treatment were also available: