“Ethics and empathy are thrown out the window…”

German-Filipino actress Helga Krapf airs her frustration over brands’ marketing strategies that capitalize on drama, like in the case of Carlos Yulo’s family issues.
PHOTO/S: Screengrab from Instagram | @krapfhelga
German-Filipino actress Helga Krapf has had enough of opportunistic marketing ploys.

Helga airs her frustration in an Instagram story on August 7, 2024, calling out brands that are being insensitive toward Carlos “Caloy” Edrial Yulo.

Following his triumph with two gold medals in artistic gymnastics at the 2024 Paris Olympics, Caloy is being celebrated across the country in various content and infographics.

However, there are some companies that have seemingly taken advantage of the ongoing issues between Carlos and his mother, Angelica Yulo, to generate additional visibility and engagement.

While Helga has refrained from naming specific brands, a quick sweep over social media will show published content that align with her critique.

HELGA DETESTS EXPLOITING TRAUMA

In her post, Helga acknowledges there will be no shortage of brands riding on trending topics.

But the whole of it is clearly her broadside against brands crossing the line apparently with exploitative marketing strategies.

The Star Circle Quest Season 1 alum writes, “I find it absolutely distasteful of brands to use someone’s family issues and probably a lifetime of unhealed childhood trauma as their marketing strategy.

“I mean sure you gotta be smart and piggyback on the latest news, but I’d still have some ‘delikadesa’ while doing so.”

She follows it up with a reflection on how “clout” is often the most prioritized commodity in this day and age, without regard for how it may affect or step on people’s personal pains.

“This is what’s wrong with today’s (social) media culture,” she expresses.

“Ethics and empathy are thrown out the window in exchange of a few days of clout.”

Helga Krapf criticizes clout-chasing brands 
Photo/s: Screengrab from Instagram | @krapfhelga