MANILA, Philippines – In the ever-entertaining world of social media, brands often jump on the latest trending topics, viral news, and memes — with the latest being Vice President Sara Duterte’s children’s book, Isang Kaibigan.

This came after the intense exchange between Duterte and Senator Risa Hontiveros during the Senate budget deliberations on the proposed budget of the Office of the Vice President (OVP) for 2025 on Tuesday, August 20.

After Hontiveros asked Duterte about the proposed allocated budget of P10 million for the children’s book, the Vice President accused the senator of politicking.

Filipino netizens and brands poked fun at the book, which introduces Duterte as “one of your friends.” Through clever wordplay to cheeky ads, these brands have joined the conversation, in witty ways!

Scholastic Philippines

Scholastic Philippines promoted writer Andy Runton’s graphic novel series Owly, apparently alluding to recent allegations that Duterte gained “inspiration” from those books. Owly was originally published in 2009. 

Japan Home Centre

Japan Home Centre threw a cryptic message warning the public about fake pages pretending to be them. The post features a bird in the background, with a low opacity level.

“We don’t appreciate this kind of attitude,” the home and lifestyle store wrote, imitating Hontiveros’s response to Duterte during the Senate hearing.

Greenpeace Philippines

Advocating for climate justice and raising awareness about environmental issues, Greenpeace Philippines shared five book titles that center around being a “friend” to nature. 

This includes Paano Kumain ng Kulay by Mabi David, which encourages children to eat healthy; Story of Agus by Arami Kasih, Bill Bontigao, and Ginanjar Ariyasuta, which highlights the importance of climate justice; The Flight of Bao and Mei by Ronaldo Magsakay; and Bayan ng Basura by Augie Rivera, which talks about waste; and Sachet, away! by Lester Dellosa, a digital book about marine life dangers caused by pollution.

Minute Burger

The local burger chain’s recent Facebook post is similarly designed to the cover of Isang Kaibigan, funnily comparing its brand name to Duterte’s book title.

“Made using our Canva Pro account,” the business establishment wrote. Some elements in Canva, an online graphic design tool, can only be accessed by purchasing a premium account. 

Durex PH

Inspired by Duterte’s characters, Durex PH likened two of their products to friends who should come as a pair — with a witty caption to boot!

IKEA

Home furnishing brand IKEA’s white owl-shaped lamp named Solbo is your new “friend” for your bedroom!

“A good light is a friend for better sleep,” it said.

Chooks-to-Go

Chooks-to-Go is telling customers that the taste and nutritional value of their food will always stay, “parang nag-iisang kaibigan.” (Just like a true friend.) – Rev Dela Cruz/Rappler.com

Rev Dela Cruz is a Rappler intern, currently taking up AB Journalism at the University of Santo Tomas.