📸: DoorDash

As Bad Bunny prepares to turn the Apple Music Halftime Show into a global moment, brands are battling for 2026 Super Bowl attention through nostalgia, game day rituals, and internet trends. DoorDash and Pepsi are reviving brand “wars,” while Duolingo is turning the Halftime Show language barrier into an acquisition play. This year it’s about who wins with a good storytelling and entertaining campaign. Here’s who’s on our radar.

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The Biggest Talking Points, Brands, And Celebrities From The Super Bowl 2025

Brandwatch’s key takeaway for marketers last year was that Super Bowl success now comes from full campaign ecosystems, not standalone ads. The most talked-about brands paired their commercials with broader activations, from purpose-led storytelling to fan participation and interactive mechanics.

By extending ads into experiences through giveaways, challenges or social engagement, brands create moments people can join, not just watch, driving deeper conversation and cultural relevance.

A Brief History of the Super Bowl: What Brands Can Learn

Using consumer research from the past decade, Brandwatch highlights how the most talked-about halftime shows and brand campaigns gave audiences something to decode, debate, and emotionally invest in, often extending buzz well beyond game day.

From Kendrick Lamar’s performance to the growing anticipation around Bad Bunny’s upcoming halftime show, and from nostalgia-led brand storytelling to deliberate provocation, the lesson is clear: cultural impact isn’t accidental.

Brands that understand the moment, respect audience intelligence, and invite participation are the ones that stay relevant long after the final whistle. Check out their live analysis here.

Early Risers

I got a reminder that the Super Bowl is on the way from a post Calm did last year (loved it BTW), and then it started… Apple Music told us to watch Saturday Night Football for the official announcement, then Bad Bunny was announced as their 2026 headliner… I love this simple execution they did this year, flipping their logo upside down. I did a full rollout analysis, so check it out here.

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Doritos put together their starting lineup; Bacardi got ready to rep Puerto Rico; Heinz launched their keg innovation (Heineken and Miller Lite reacted to this); Michelob Ultra is spotlighting their draught; Dove launched “Chief Joy Officer” mascot after dropping their “keep her confident” ad (she’s already doing fit checks and all so I’m expecting her to ooze confidence like my fave Ellie The Elephant); Poppi launched their “Chief Vibes Officer” with a campaign can; Bud Light is joining the kegs crew…

Don Julio launched the Pa’l Show; Pringles got Sabrina Carpenter to build the perfect man snack (I lowkey think this one will run over into Valentines day); Pillsburg Doughboy is practicing some Benito dance moves; McDonald’s is explaining football to us (here’s a real explainer if you not a sports fan like me); Rayban Meta is answering Super Bowl questions; Hellmann’s Mayonnaise repping the squad and heroing “Sweet Sandwich Time”; Hidden Valley Ranch is asking serious questions 😅; Old Spice doing what they do best; FedEx is delivering moments; Target is helping with game day hosting…

Adidas released the BadBo 1.0 sneakers with Bad Bunny; Google Gemini has the Superb Owls commentating for the game (hilarious 😂👌🏾); Doritos is playing on team banter; Dunkin is taping into nostalgia; and NFL launched a limited-edition merch collection with Bad Bunny.

Heee bathong so PepsiCo has lowered their prices for the Super Bowl 🤔 why don’t we get such this side? Anyways, I loved their “Super Bowl Draft” post using their different brands.

On The Day Soldiers

Uber Eats Lets People Build Their Own Super Bowl Commercials

I am not able to watch the full game, so I will add ad campaigns here if I see them on Monday, or I’ll just keep them on my highlights.

Late Comers

I know with brands this side, we sometimes see posts go live after the moment is gone. I’m leaving this part for those brands 👀 I know they are coming!

A Standing Ovation To Duo Lingo, Uber Eats And DoorDash

👏🏾👏🏾👏🏾👏🏾👏🏾

Duo Lingo Offers Free Spanish Course

StubHub posted a meme with English subtitles on Bad Bunny performing, saying “y’all got 4 months to learn Spanish” and to my expectation, Duo Lingo reacted with a free Spanish course. They have been on the ball, taking over this moment and adding reminders whenever Bad Bunny trends. Mara on the day of Bad Bunny’s press conference, he said we don’t have to learn Spanish, and this is such a bummer because a lot of us were pumped up to be screaming “Bo,por favor” (please… 😅 yes, I’ve been learning on Duo Lingo app le Google Translate 👀) during the show. Mara, I know they will come up with something to counter this.

The Pepsi Taste Challenge Comes Back

I always admire how direct Pepsi is when it comes to their competitor and my reaction to this ad gave me the same joy each time they post something spicy 😅 I love a good beef ho re ke Hip Hop, or Chicken Wars or tsona di Coke Wars… I’m sat 🙌🏾! Here’s a nice breakdown of the Pepsi Challenge (also watch “Pepsi, Where’s My Jet?” on Netflix. It’s a very nice doccie about a campaign that turned into a crisis).

Getting your customers involved in your brand campaigns is always a good idea. It’s great for community. I can’t wait to see what people choose (that case study is going to be so good). They even did a nice brand experience for this.

DoorDash Brings 50 Cent On Board To Remind Us They Sell Beef

Like I said… I looooooove a good beef and I thank DoorDash for bringing my fave on to do what he do best… be petty 🤣! DoorDash posted this last year when they were doing promos for Cardi B’s album and I thought they posted it because of what was happening between her and Nicki kante it’s also for this (and probably other beefs coming soon). Love it!

Side Eyeing These Brands

I’m keeping this section for brands that kept their campaigns safe 👀

Patterns, Trends, Predictions

Marcus Collins shared an insightful take on this year’s Super Bowl, noting that the NFL’s choice of Bad Bunny for the Halftime Show is a cultural signal, not just a performance booking. The decision reflects how Hispanic culture has become central to American identity and market power, particularly in today’s political climate. Collins argues that brands don’t create these moments, they step into conversations already in motion, and that cultural friction is a necessary part of progress. Watch his full video for deeper context.

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My Last Words

Nna personally, I don’t have any other takes for this event. I’ll be on the TL watching American brands do their thing.

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