Manila, Philippines – Multiple brands in the Philippines have joined in trendjacking the recent ‘KathNiel’ breakup. The trending split involved local celebrities Kathryn Bernardo and Daniel Padilla, who announced the split on November 30, marking the end of their 11-year relationship.
Both of the celebrities have released their separate statements following their breakup, with their network ABS-CBN and its talent agency Star Magic stating that they respect the mutual decision of both parties to part ways. The break-up is a significant update in the Filipino entertainment scene, as the ‘KathNiel’ tandem were one of the most popular on-screen love tandems in the country, aside from other popular ones such as ‘LizQuen’ (Liza Soberano and Enrique Gil) and ‘DonBelle’ (Belle Mariano and Donny Pangilinan).
Following the announcement, multiple brands in the Philippines have jumped to trendjack the issue, with regional e-commerce platform Lazada leading first by uploading a picture of its mascot Lazzie frowning while standing amidst a black void. It is worth noting that Kathryn Bernardo has been active in multiple Lazada campaigns, more specifically during its 11.11 sales periods.
Meanwhile, popular coffee brand Nescafe in the Philippines has also joined the trend, symbolising the split with its ‘Nescafe Creamy White’ product, and stating “We will rise up and move on!”
JobStreet, the online employment company under SEEK, also played along the trend, using the format of how Kathryn Bernardo posted her side of the story. In the JobStreet trendjack, it invited followers that if they feel their long-time employment is not worth it, it’s time to make a switch using their platform.
Popular chocolate brand KitKat, meanwhile, posted a trend-related twist to its slogan of “Have a break, have a KitKat”, with their post saying “Some breaks even we find hard to take”.
Meanwhile, local food chain Shawarma Shack, who had the KathNiel duo as its brand ambassadors for many years now, has clarified to its customers that despite the split, their shawarma offerings will be still “buy one, take one”. Some netizens have also noted that some Shawarma Shack branches have already adopted the change.
Other brands that have joined the trendjack include smartphone brand Realme, motorcycle ride-sharing app Angkas, and mosquito killer insecticide brand Lion-Tiger.
