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When it comes to hopping on internet trends to engage with young consumers, some viral moments are best left untouched.

Feb 07 2022

When it comes to hopping on internet trends to engage with young consumers, some viral moments are best left untouched. YPulse keeps you up to speed on all the youth-fueled drama / trends unraveling online—whether it be a new memeTikTok trend, or notable internet controversy like West Elm Caleb. And in the wake of #WestElmCaleb trending on TikTok last month, brands including Hellmann’s, Ruggable, and UNO jumped on the tag to take part in the internet’s latest viral moment. Hellmann’s tweeted, “West Elm Caleb thinks mayo is spicy”; Ruggable posted a TikTok with the text, “None of these rugs were designed by West Elm Caleb”; and UNO commented, “Let us know if you need a skip card” on a West Elm Caleb-related video. While it’s understandable to want to jump on the most recent internet trend, it’s important for brands to know the context of a viral internet moment before taking up space in the drama. In the West Elm Caleb situation, making jokes at his expense wasn’t necessary, and the conversation belonged to the women of TikTok. So, while it’s important to understand the conversations taking place with Gen Z and Millennials online, keep in mind that sometimes it’s best just to stay silent. (AdAge)