As the Tide Pod Challenge continues to sweep the internet, the detergent brand’s social media team is taking matters into its own hands. Figures from the American Association of Poison Control Centers suggest that the Tide Pod Challenge — a viral phenomenon that’s leading teenagers to eat, or at least pretend to eat, the colorful detergent packets as a joke — is growing more common, though it may not be as widespread as the online madness would suggest. Still, Tide has repeatedly discouraged the challenge, even producing a public service announcement with New England Patriots star Rob Gronkowski.