What the Super Bowl Taught Us About Brand Marketing (and BBL Conspiracies)
The Super Bowl wasn’t just about touchdowns and overpriced ad slots—it was a masterclass in unhinged brand behavior, meme-worthy marketing moves, and a surprising amount of soda drama. If you logged into TikTok, LinkedIn, or even just opened your group chat that weekend, you probably saw the chaos unfolding in real time.
This post is your round-up of what went down—with takeaways your business can actually use. Spoiler: Kendrick, Duolingo, American Eagle, Poppy, and even the White House all got caught up in something.
Duolingo Was (Allegedly) Murdered
Let’s start with everyone’s favorite passive-aggressive language app.
Duolingo is known for their hilarious, often chaotic, Gen-Z-friendly social presence. During the halftime show, Kendrick Lamar performed a new diss track aimed at Drake. In true Duolingo fashion, they jumped on the trend by posting a video of their mascot (the owl) getting a BBL, referencing internet rumors that Drake did the same.
Shortly after, Duolingo “died.” Yes, the owl. Duolingo announced that Duo was killed by a mysterious Cybertruck and declared it murder. Other characters in the app were pronounced dead too. Brands like Scrub Daddy and Vita Coco jumped in with mock tributes. It became an internet-wide funeral.
Takeaway:
Your mascot can be a marketing machine—but only if you know your audience.
Duolingo can post chaos like this because their brand voice is already absurd and cheeky. But if your brand is more buttoned-up, don’t force it. Be weird only if weird works for your people.
American Eagle Lied About Kendrick’s Jeans
After Kendrick Lamar’s halftime show, American Eagle tried to claim that the jeans he wore were from their vintage collection.
Except... they weren’t.
A stylist from Kendrick’s team confirmed that the jeans were not from American Eagle. The brand deleted all their related posts and started scrubbing comments calling them out. But the internet does not forget.
Takeaway:
Don’t fake it for clout.
If you’re going to jump on a viral moment, be 100% sure your brand actually has a connection. Otherwise, you risk looking desperate—and trust us, getting roasted on LinkedIn isn’t a good look.
Poppy’s Influencer Campaign Imploded
Poppy, a trendy prebiotic soda brand, decided to go big for the Super Bowl. Their idea? Deliver fully stocked vending machines to influencers’ homes and hope they’d post about it.
There were two big problems:
Most influencers weren’t home.
Viewers were not impressed by expensive gifts being given to already-rich creators.
Then came the kicker: competitor Olipop jumped in the comments on Poppy’s posts and spilled the tea—breaking down the $25,000 price tag per machine, plus additional influencer payments.
Oh, and it didn’t stop there.
Olipop:
Lowered their prices by 2 cents just to be cheaper than Poppy.
Published a transparent “we didn’t blow our budget on influencer stunts” post.
Watched as Poppy spiraled, with their founder releasing a crisis video… that didn’t include an apology.
Takeaway:
Your audience can spot a PR stunt.
Flashy activations are fine, but if they alienate the people who actually buy your product, it’s a fail. Marketing needs to build community, not resentment. And your competitors? They’re watching—closely.
Influencer Burn from Poppy (Again)
After the vending machine drama, influencers like Trisha Paytas revealed that Poppy’s team would surprise creators with branded merchandise and then… take it back once the video was done.
We’re talking full PR kits being collected immediately after filming. In one case, Trisha was allowed to keep a single can of soda and a hoodie—but only the one she’d already opened on camera.
Takeaway:
Don’t treat creators like props.
If you’re going to work with influencers, build real relationships. Gifting them something, filming them with it, then snatching it back? That’s bad PR—and even worse vibes.
The White House Posted ASMR (…Why?)
In an unexpected move, The White House posted an ASMR video—yes, really—featuring the clinking of chains. Meant to celebrate economic progress or job creation or something, the messaging was… not clear.
The reaction? Confusion. Some viewers were disturbed. Others were simply asking, “Who approved this?”
Takeaway:
Government accounts aren’t meme pages.
There’s a line between being relatable and being inappropriate. If your brand holds institutional power, it’s not the time to chase viral trends for no reason.
LinkedIn Users Don’t Forget (or Forgive)
Many of these brand missteps spilled over into the comments sections on LinkedIn—where users are a little more serious and a lot more ready to roast.
American Eagle got hit with “this ain’t it” responses. Poppy’s leadership was called out repeatedly. Duolingo, despite their chaos, remained in good standing—because their tone matched their audience and product.
Takeaway:
Context matters.
Don’t copy what another brand is doing just because it worked for them. Ask:
Will this resonate with our people?
Does it align with our brand tone and values?
Are we sure we can stand behind it if it goes sideways?
What Brands Got Right
While some brands crashed and burned, others made quiet wins:
Olipop: Transparent, community-driven response, and stayed playful.
Duolingo: Reinforced their brand identity and got everyone talking.
Scrub Daddy: Hopped on the viral trend without stealing the spotlight.
Takeaway:
You don’t always have to lead the trend. Being part of it—with your own spin—can be just as powerful.
So, What Should Your Business Actually Do?
Not every brand can—or should—pull a Duolingo. But you can learn from what played out.
Here’s your post-Super Bowl marketing checklist:
✅ Know your audience better than they know themselves
✅ Vet your content—fact check everything
✅ Don’t chase trends blindly
✅ Engage in relevant conversations, not every conversation
✅ If you mess up, own it. Apologize. Move on.
✅ Collaborate with creators respectfully
✅ Be strategic with your budget—don’t flex if your product’s not ready
✅ Be consistent across platforms (tone, values, visuals)
Bottom Line: Don’t Be the Main Character (Unless You’re Ready)
Marketing in 2025 is chaotic, fast, and deeply rooted in community and authenticity. The brands that win aren’t just funny or trendy—they’re strategic, intentional, and human.
Whether you’re a soda brand, a language app, or a small business in Columbus, Ohio, the rules are the same:
👉 Know who you’re talking to.
👉 Know what you stand for.
👉 Don’t lie about your jeans.
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