It’s easy to think massive brand moments only happen with million-dollar budgets. But most wins aren’t about going bigger. They’re about going nicher. Sometimes, your biggest moment is already hiding in plain sight.
What is Your Super Bowl Moment?
Let’s be real: we’ve all daydreamed about having Super Bowl money to blow. No judgment—if we could hire our favorite celeb, drop a $7M ad, and throw a moon-festival, we probably would too. After all, who wouldn’t want to watch their social media blow up in real time?
The Avocado Playbook
Love it or hate it, the Super Bowl has a way of changing the game. Before avocado toast became the brunch darling, avocados weren’t exactly cool. In the ’90s, the Avocado Commission made a smart play: they embedded themselves into the Super Bowl’s snacking culture—becoming essential, not just popular.
Avocados didn’t become a worldwide phenomenon because of flashy ads alone. They won because they found a cultural lane that already existed—then showed up consistently until they became part of the ritual. You don’t have to change customer behavior. You just have to meet it where it already lives.
Attention Isn’t Enough
Here’s the thing: attention can work—but only if you’ve got the budget to keep the spotlight burning. Big names and splashy campaigns draw eyes, sure. But for most of us, the ROI lives in the moments people already care about—where behavior is natural, not forced, and showing up feels like service, not noise.
We’re talking about the inflection points where attention naturally peaks, like:
- A major cultural event (think Stagecoach for western wear)
- A seasonal rush (like Christmas for toys or Mother’s Day for flowers)
- A niche gathering (like Overland Expo for outdoor enthusiasts)
Find and Own Your Moment
Every brand has a Super Bowl where customers are already showing up, caring, and spending. The ones who recognize the right moment, show up intentionally, and stay consistent until their presence feels inevitable are the brands that truly embed themselves into culture—becoming the default choice.
P.S. Loved this idea by Oren from The Brandfathers.
