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'No need to withdraw': Here's how brands put their own spin on the controversial withdrawal callout

By AYIE LICSI Published Apr 20, 2022 5:35 pm Updated Apr 20, 2022 6:59 pm

It's not just netizens making memes about the term "withdraw" as companies and brands have been using the buzzword, too.

On April 17, Manila Mayor Francisco "Isko Moreno" Domagoso, Norberto Gonzales and Senator Ping Lacson held a joint press conference to state that they will not withdraw from the presidential race. During the same event, Domagoso also called on rival Vice President Leni Robredo to drop her presidential bid.

"Yung number 2 (in the surveys) should do and start the supreme sacrifice. Let Leni withdraw. Withdraw, Leni, if you love your country," Moreno said.

The instance caused "withdraw Leni" to trend online, but the images that filled Twitter were a different kind of withdrawal—Robredo withdrawing from an ATM.

Local brands also took advantage of the trend, putting their own spin on Moreno's controversial call through what some marketers call "moment marketing," where copywriters make their content relevant by alluding to a current event or buzzword.

Withdrawing responsibly

Meanwhile, motel chain Victoria Court played on the innuendos and said "withdrawal is fun when unforced."

Cybersecurity

Bank of the Philippine Islands (BPI) used the occasion to teach a thing about cybersecurity.

"Walang dapat mag-withdaw... para sa'yo. If you really want to withdraw, do it yourself. 'Wag ipagawa sa iba," BPI's post read.

Other companies told its customers "there's no need to withdraw," as they accepted other payment methods through their online channels or through e-wallets.