Sounds like a competition in marketing between Disney and Warner Bros.. Pretty soon Bugs can do an attack ad on Mickey and everyone would have negative associations with him.
"Mickey Mouse voted not once, but twice to make our business flithier. He voted to eliminate marketing deals. He voted three times to allow Frozen in the world. Why would a marketing mascot do such a thing? Because he's a mouse. And mice are vermins. In fall 2015, let's send this mouse back to his mousehole. Vote Bugs Bunny for Boomerang's Rebranded Global Marketing Mascot.
Eh, I'm Bugs Bunny, and I approve this message, doc.
(paid for by the Great Dane to Be Cool Scooby-Doo)"
"Newcomer Bugs Bunny has won a seat on the money-marketing business defeating the incumbent, Mickey Mouse. Once again, negative money-making national marketing campaigns proved their effectiveness."