Brands are coming for the 2020 national election, whether you like it or not.

Don’t believe me? Take a look at how brand Twitter has evolved in the past few years. We started off 2017 with MoonPie, a graham cracker marshmallow dessert, telling absurd jokes on Twitter. It was slightly annoying to watch a brand co-opt a joke format beloved by millennials, but it was largely benign. By 2018, brand Twitter’s voice had gotten bolder, more sophisticated, and more intimate: The maker of the Honey Bun, for example, was now offering relationship advice.

Then, in 2019, all hell broke loose after SunnyD initiated a “humorous” conversation about depression. Read more…

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