Europe’s Innocent Drinks company made this cheesy storybook about sending Santa Clause a PPE suit so he wouldn’t get infected, and then got Angry-Twittered by anti-maskers.

The social media team did not take a step backwards, changing their Twitter profile to “We make healthy drinks and write storybooks that enrage angry mobs.” Then issued this apology:

Meanwhile, Twitter is beta-testing ‘humanizing’ strategies, where they remind you that the person flaming you follows your football team and the same celebrities.