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Branding templates often take easily recognizable signs from advertisements or product branding and replace the text of the original with some other message. The tone of such memes is variable and based on the perceived allegiances of the brand being memed, although most memes of this type are targeted toward brands that have not supported Ukraine. For example, advertisements from the Swedish chocolate maker Mondelez, which has been criticized for its continued business in Russia, are being reproduced with language about the company trafficking in the death of Ukrainians. Memes of this type are typically formulaic, and many of them are produced through web services that allow the user to input text into a defined template.