Kamala Harris recently attempted a rebrand of her X/Twitter account handle from @KamalaHQ to @Headquarters_67, a move that quickly drew widespread criticism for its poor execution. The new handle was labeled “cringe” by CNN during live commentary on the platform.

The change came after Harris’ team claimed that the current name was “holding them back.” However, the rebrand attempt quickly collapsed under scrutiny as the handle became associated with a viral children’s trend where kids would say “6/7” and move their hands as if balancing a scale. This trend had been circulating for months but was considered increasingly cringe by many.

Within 24 hours of its launch, Harris’ team abandoned @Headquarters_67 in favor of another rebrand to @Headquarters68_, further highlighting the team’s struggles with this naming decision.

The move has been criticized as a sign of Harris’ lack of understanding about what she is trying to communicate to her audience.