While it was never made clear exactly what SUNNYD was referring to, there were many people who didn't find the marketing funny
During Super Bowl 5, SUNNY D tweeted:
"I can't do this anymore."
While most people had a ton of fun with this, there were others that felt the company was using depression as a marketing tool.
For example, Russell Ridenour tweeted:
I do hate to be that guy. However, these twitter accounts have no other purpose than to sell us products. They are using depression to sell you a product which is, to put it lightly, pretty irresponsible