Why Pop Culture Moments Matter in Your Digital Strategy
Pop culture is more than just entertainment—it’s a powerful force that shapes consumer behavior, social media conversations, and marketing strategies. Whether it’s Kendrick Lamar’s Super Bowl halftime performance on February 9, 2025, a viral video from Temptation Island (Spain), or the political statements woven into music and film, cultural moments influence how brands connect with their audiences.
For businesses, tapping into these moments can be a game-changer—but only if done authentically. The right pop culture reference at the right time can make a brand go viral, while a forced or out-of-touch attempt can backfire. So, how can brands, from dentists to medspas to plumbers, effectively integrate pop culture into their digital marketing? Let’s break it down.
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Why Pop Culture Matters in Digital Marketing
Pop culture moments drive emotions, conversations, and trends. Consumers engage with content that resonates with what’s happening right now—and brands that tap into these moments can see:
- More Engagement: Pop culture content is more shareable, leading to increased likes, comments, and interactions.
- Stronger Brand Identity: Aligning with relevant cultural moments makes a brand feel more relatable and modern.
- Higher Conversion Rates: Consumers are more likely to engage with brands that speak their language.
Take Kendrick Lamar’s 2024 diss track, Not Like Us—which still holds major cultural weight in 2025. His Grammy sweep last week and Super Bowl halftime performance just two nights ago have only solidified the song’s status as a cultural anthem. Brands that have leaned into the track—whether using it for event promos, ads, or social media engagement—have successfully ridden the wave of its impact.
In short, when culture moves, marketing should move with it.
Where Pop Culture Trends Start (and How Brands Can Use Them)
Understanding where pop culture trends begin is key to leveraging them. Here are the top platforms and how brands can use them:
TikTok – The Viral Playground
TikTok is where Montoya’s breakdown from Temptation Island (Spain) became a meme. The dramatic, over-the-top monologue—originally in Spanish—has been remixed, captioned, and adapted for countless situations. Brands in all industries have jumped on this trend by using the meme in their content.
Example: Medspa Marketing
A medspa could use the Montoya meme with a caption like:
“Me trying to convince myself I don’t need Botox… but I end up booking an appointment anyway.”
This is a fun, relatable way to engage potential clients using pop culture.
X (Twitter) – Real-Time Reactions
Brands use Twitter/X for real-time engagement—whether it’s live-tweeting major events (like the Super Bowl halftime show) or reacting to breaking news.
Example: Dental Marketing
A dental office could post:
“Kendrick’s Not Like Us won 5 Grammys last week, but what’s REALLY not like us? Ignoring your dental cleanings. Book today!”
Or something simple:
“Ignoring dental cleanings? Not like us.”
It’s a simple way to connect a cultural moment to a service offering.
Instagram & Reels – Visual Storytelling
Instagram, particularly Reels, is a goldmine for pop culture-driven content.
Example: Plumbing Industry
A plumbing company could create a Reel using Kendrick’s song with the caption:
“When your pipes burst at 3 AM, and you realize we offer 24/7 emergency services.”
It’s a humorous way to keep marketing relevant while showing their services.
Brands Winning with Pop Culture Marketing
Some brands have mastered using pop culture in their strategies. Let’s look at a few recent examples:
The Super Bowl & Kendrick Lamar’s Halftime Show
Super Bowl halftime performances always generate massive engagement—but Kendrick’s 2025 show was different. His politically charged set, mixed with Grammy-winning hits, became one of the most talked-about performances of the decade.
How Brands Can Use It:
- Fashion brands dropping limited-edition merch inspired by his Super Bowl fit.
- Local businesses (like bars and restaurants) offering Not Like Us-themed food and drink specials.
- Digital marketers using it as an engagement tool—”Drop your favorite Kendrick lyric in the comments!”
Pepsi’s Rise & Coca-Cola’s Downfall: A Lesson in Pop Culture Marketing
For decades, Coca-Cola dominated the soda industry, but recently, Pepsi has been winning the cultural battle. Why? Because Pepsi leans into pop culture trends, while Coca-Cola struggles to keep up.
Marketing Takeaway: Brands that embrace culture and move fast stay relevant. Those who hesitate or play it safe risk fading into the background.
Montoya Por Favor Meme – How Brands Jumped On It
Montoya’s Temptation Island (Spain) breakdown became one of TikTok’s biggest memes, and brands capitalized on it:
Dentistry Example:
- A dentist could use the meme with text overlay: “Me explaining to my dentist why I haven’t flossed all year.”
- Or it can be: “Montoya, por favor! Schedule your dental cleaning appointment!”
This approach humanizes the brand and makes dental visits feel less intimidating.
How to Integrate Pop Culture Into Your Marketing
If you want to successfully use pop culture in marketing, here’s what to do:
- Stay Updated: Follow Google Trends, TikTok’s Discover page, and Twitter/X Trending to catch trends early.
- Be Authentic: If a trend doesn’t fit your brand, don’t force it. Consumers can spot inauthenticity.
- Use Humor & Relatability: Pop culture-driven marketing works best when it’s fun and engaging.
- Act Fast: Pop culture moves quickly. If you wait too long, the trend will pass.
The Risks of Pop Culture Marketing
- Jumping On Trends Too Late: By the time some brands react, the moment has already passed.
- Misunderstanding Cultural Context: Some topics (like politics in music) require careful navigation.
- Being Overly Promotional: Consumers engage with culture for fun—not to be sold to 24/7.
Example of a Pop Culture Marketing Fail
Pepsi’s infamous Kendall Jenner ad (2017) tried to tap into social justice conversations, but it felt tone-deaf and forced.
Lesson? Make sure you understand the cultural moment before using it.
Don’t Let Your Brand Fall Behind—Embrace What’s Trending!
Pop culture and digital marketing are deeply connected. Whether it’s Kendrick Lamar’s 2025 Super Bowl performance, a viral TikTok meme, or a trending movie, cultural moments create massive engagement opportunities for brands.
If you’re a business—from dentistry to plumbing to medspas—using pop culture effectively can:
- Boost brand awareness
- Increase social media engagement
- Make your marketing feel fresh and relevant
Are you looking to rise in the search rankings? Schedule with our digital marketing firm at (858) 333-8950. The digital marketing team at Now Media Group is ready to help you!