Wednesday 11th February 2026

Good morning,

Did you watch the Super Bowl? Because we did! And we have a lot to say.

• Firstly, it was a GREAT show

• Secondly, we could learn a thing or two from Bad Bunny

• And third but not least, there's a big lesson on cultural perception and relevance

DID YOU KNOW?

Did you know that the halftime show has never centered a predominantly Spanish-language performance before?

Until Bad Bunny.

Across hits like Tití Me Preguntó, Yo Perreo Sola, and NUEVAYoL, the show became more than music, it became:

• A tribute to the Puerto Rican diaspora

• A celebration of culture on a massive stage

• A moment of visibility for voices that often go unheard

Surprise appearances from Lady Gaga, Ricky Martin, and others reinforced that this was bigger than one artist.

It was a cultural moment.

MARKETING TAKEAWAY

Bad Bunny didn’t just perform at the Super Bowl halftime show. He represented not just himself but also millions who rarely see their language, music, and identity showcased on that stage.

He sang primarily in Spanish. He dressed in all white with Ocasio on his jersey. He filled the field with imagery familiar to Puerto Rico, from palm trees to sugar cane fields and street vendors.

And he did it at the most-watched sporting event in the U.S.

Now, what can you take away from this as a marketer? Mass appeal doesn’t come from watering things down. 

Bad Bunny didn’t try to be “for everyone.” He was deeply specific. Clear. Unapologetic.

And these are exactly what people connect more with.

• Conviction

• Clarity

• Storytelling

Stop chasing attention everywhere. Stand firmly for your brand, and trust that the right audience will find it.

BE HONEST WITH YOURSELF FOR A SECOND

Bad Bunny trusted that being specific would be enough.

And as a marketer, this is the part most people miss. Trying to speak to everyone usually means no one really listens. 

Attention today isn’t earned by being louder. It’s earned by being unmistakable. So, ask yourself:

• When was the last time your audience saw themselves in your work?

• Have you stopped blending in?

• How often do you take a calculated risk?

THE BIG LESSON

Bad Bunny showed that you don’t need to translate yourself to be understood. You don’t need to blend in to belong. And you don’t need to chase mass appeal to make a massive impact.

Growth doesn’t come from playing it safe. It comes from choosing who you’re for and showing up consistently for them.

That’s how you start becoming “culture”, and not just “campaign”.

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P.S. Got a question, trend, or idea you want me to cover in the next newsletter? Hit reply, I'm all ears!