So when you realize that this is something more than just a social media trend, it's growing into something else, like the question you just asked yourself, what was the answer? What did you do internally to take control or own the narrative?

Everything went so fast.

And the thing is that this was only one side of it.

The other side was what was happening out in the stores.

Because all of a sudden, there was just big, big gaps in stock.

The candy was just sold out instantly.

And our customers, they didn't understand what was going on.

lot of