Bad Bunny’s historic Super Bowl halftime show, now dubbed the “Benito Bowl”, officially broke the internet. Early figures estimated 135 million viewers, making it the most-watched halftime performance ever. Within just 11 hours, the YouTube upload gained 18 million views.
Bad Bunny (real name Benito) became the first male solo Latin artist to headline the show, and the first to perform the entire set in Spanish. The performance was a celebration of Puerto Rican culture, Latino pride, and political nuance, woven into one of the biggest entertainment moments of the year.
On TikTok, #BenitoBowl has already been tagged in over 50,000 posts. The NFL’s clip of Benito closing with “God bless America” has over 60 million views, while lifestyle creators and comedy accounts have turned halftime into a content opportunity.
The 2026 Super Bowl showed that audiences are more than ready for content that reflects real diversity, not watered-down versions tailored for mass appeal.
Brand opportunity
Adidas would be a natural extension of this moment. Bad Bunny has an existing partnership with the brand, so in this peak moment of his career, they could launch a reactive “Mi Era” capsule or creator campaign celebrating identity through fashion. Fans could style outfits inspired by their cultural roots, music taste, and personal “era,” reinforcing the crossover between music, pride, and self-expression that made Bad Bunny’s Super Bowl performance so iconic.
UK supermarket ASDA has turned Valentine’s Day into a real-world social experiment.
In select stores, single shoppers can pick up a red basket to signal they’re open to conversation, turning their weekly shop into a meet-cute moment.
ASDA based this idea on research that says:
• 64% of Brits fancy someone at their local supermarket
• 87% say face-to-face beats dating apps
The red baskets are launching February 14th across Leicester, Liverpool and Glasgow locations – and the activation has already created a buzz of anticipation onlines. ASDA has created a hyper-local, in-person activation designed for UGC.
This is experiential marketing without the massive build cost, a clever reminder that budget doesn’t have to be huge to make an impact.
Brand opportunity
Dating app Taimi could lean into this URL to IRL trend with a “Connection Beyond the Screen” creator campaign. Partnering with LGBTQ+ creators, the app could spotlight stories of offline meet-cutes. Taimi could position itself as the dating app built for deeper, more intentional connection by centering inclusivity and real-world chemistry.
TikTok’s newest glow-up trend is both nostalgic and empowering.
The “bebot” transformation sees creators go from bare-faced to full mid-2000s glam – frosty inner corners, cool-toned shadow, shimmery highlight – set to the Black Eyed Peas’ 2006 track Bebot.
The word “bebot” (pronounced beh-boht) is Filipino slang for a beautiful woman, similar to “babe” or “boo.”
TikTok loves a glow-up trend, and this one is a nostalgic love letter to Filipina beauty confidence.
Brand opportunity
MAC Cosmetics would be a perfect partner for this trend. The brand could collaborate with Filipina creators on a “Bebot Era” campaign celebrating 2000s-inspired glam. By spotlighting Southeast Asian talent and heritage storytelling, MAC could tap into nostalgia with some of its classic products while centering Filipino culture.
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