Culture-jack

We advise not to culture-jack a natural disaster or some national tragedy.

Source: wiktionary

With Oreo commenting on subjects from Gay Pride to the Mars Rover landing, this campaign not only captured the attention and acclaim of both consumers and the media but also laid the groundwork for the brand's culture-jacking of the Super Bowl.

Source: wiktionary

In Alleyne's (2000) work on cultural dilution in reggae, whose core elements Alleyne views as having undergone "commercially-motivated dilution” (19), the term is used in the sense of culture-jacking to the extent that practices can be hijacked or misappropriated, when groups of performers who are not dyed-in-the-wool reggae artists seize control of the commercial promotion of the art form and take it in alternate directions to attract new audiences.

Source: wiktionary

The tactic of culture-jacking (also, news jacking) can be employed to personify a brand as current, topical and in tune with the times.

Source: wiktionary