Back From Spring Break & Full of Opinions

Scroll on down if you’d rather skip the personal chitchat—no offense taken.

Where have I been?
Jamming away on some awesome client work and sneaking in a little Spring Break trip to Paris and London.

Let’s start with the trip: Incredible. Not exactly a relaxing vacation (hello, 20K steps a day), but we packed in the sights. The boys crushed it—perfect age for museums, croissants, and historical overload.

Favorites? London stole our hearts (home of the OG Times Square-esque billboards), with Normandy coming in hot as a close second.

This was my first time in Europe and I was blown away by how easy the train travel was. Seriously—America, let’s get it together.

SKIP TO HERE TO KEEP IT STRICTLY PROFESSIONAL 👇

Leading up to the trip, I noticed a lot of Spring Break-themed messaging hitting my inbox. Some of it was spot-on. Others? Felt like a stretch… like brands trying to shoehorn themselves into a convo that didn’t quite fit.

(Side note: I don’t love calling out brands by name—this is a judgment-free zone.)

Let’s talk about when it does make sense to lean into those long-tail cultural moments.

These are moments that might not apply to everyone, but mean everything to a specific group of people. Spring Break is a great example.

If your audience includes parents or students, this is your time to shine. But even if you're not selling swimsuits, beach towels, or SPF 50, you don’t necessarily have to sit it out.

Here’s what I mean:

There’s a soda shop in my town that’s a local teen magnet. Every day at 3pm, it’s packed. During Spring Break, they could easily drop a limited-edition flavor—something beachy, fun, and bright. Toss up signage with sun graphics or a “Spring Break Starts Here” vibe and boom: you’ve got a shareable moment and a reason for people to swing by.

It’s not about jumping on every trend—it’s about knowing your audience well enough to join the right ones in a way that feels natural.

TL;DR
Know your customer. Know what matters to them—both the big, obvious moments and the small, niche ones. Then meet them there, creatively and intentionally.