"Since Call Her Daddy host Alex Cooper posted a TikTok video on April 13 calling out internet personality Alix Earle for creating “fake drama”, the perennially online have been watching the beef intensify, and the stakes get higher. Last weekend, it reached the sketch writers of SNL, who sent up the “Alix versus Alex” showdown with an intentionally vacuous spoof."
"The comments section of these videos is, for the most part, the social media shade you would expect. But it's not just personal followers grabbing the popcorn. Brand accounts, with blue ticks in check, are also piling on. “Cookies and milk for anyone recovering from this level of spice?” asked Subway Germany on Cooper's original viral video (gaining, in the process, a cool 127,000 likes). “I think I missed a chapter,” shot Wingstop. “Things are about to get juicyyyy,” wrote Ocean Spray."
"Since the heady days of early Twitter, brands have used comments sections to join in on trending conversations; the likes of Ryanair and Duolingo have made clapbacks and wisecracks a central part of their online strategies to feel relatable to audiences. But while fast food chains, household conglomerates, and lifestyle giants can more easily play hard and fast with biting humor and risqué commentary, fashion and beauty brands have often stayed out of the drama, prioritizing brand safety over awareness."
"“Now, we're seeing this from other brands, but in a less snarky way,” says consultant and contributing Puss Puss Magazine editor Gemma Lacey, who has previously managed social media for Adidas and Stella McCartney. “Brands are shifting to social less as a broadcast channel and actually using it socially,"
Instagram and TikTok audiences have watched a public feud between Alex Cooper and Alix Earle intensify after Cooper posted a TikTok calling Earle’s behavior “fake drama.” The conflict has drawn mainstream attention, including a comedic spoof on SNL. Brand accounts have also joined the conversation in the comments, using playful lines and food-related jokes to attract engagement. Subway Germany, Wingstop, Ocean Spray, and other companies have posted remarks that received large numbers of likes. This reflects a broader shift from earlier social media practices where brands used comment sections to participate in trends. Fashion and beauty brands have historically avoided such risk, but are now engaging more socially, often with less snark to protect brand safety.
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