Meme Thievery Goes Corporate

Amanda Mull
Meme Thievery Goes Corporate

For a company that sells fancy skin-care products, Drunk Elephant’s Instagram account tells a lot of jokes about carbohydrates. Two weeks later, the brand exposed carb trickery: “Raisin cookies that look like chocolate chip cookies are the reason I have trust issues.” A few days ago, Drunk Elephant was thinking about the much-maligned nutritional unit once again. The skin-care brand’s quippy, Cathy-comic-esque thoughts on eating—as well as dog ownership, procrastination, and the gym—are a fixture of its Instagram marketing.