Why Everyone in Marketing is Suddenly Talking About Avocados (and They're Not Wrong)
It started with a pitch deck. A boutique drinks brand referenced avo toast as a metaphor for brand elasticity. I rolled my eyes, then I kept reading. Something was happening.
Turns out, avocados are trending again—but not in the tired millennial-brunch way. They’ve become a symbol in marketing circles for quietly resilient branding. Think about it. They’re delicate but durable, premium but pedestrian, universally loved but widely mocked. There is no product more memed, shipped, or exported in the southern hemisphere. And that, weirdly, makes them the perfect analogy for emotional branding in 2025.
We’re seeing brands try to be more like avocados. Soft on the inside, textured on the surface. Emotion-led campaigns are back after a hard data decade. From alcohol-free spirits to niche gym apparel, the most compelling messages aren’t shouting. They’re ripening. The tension comes from restraint. The best ads this year? Quiet, slow-burners with no punchlines, just mood. It’s experimental theatre via Instagram.
I spoke to three creative directors last week who independently used the word “creamy” to describe a campaign. Not slick, not sexy—creamy. And that’s the magic. The work that sticks in 2025 doesn't overpromise. It lets the audience peel it open. We’ve entered the avo era of advertising. Hope you’re into texture.
Turns out, avocados are trending again—but not in the tired millennial-brunch way. They’ve become a symbol in marketing circles for quietly resilient branding. Think about it. They’re delicate but durable, premium but pedestrian, universally loved but widely mocked. There is no product more memed, shipped, or exported in the southern hemisphere. And that, weirdly, makes them the perfect analogy for emotional branding in 2025.
We’re seeing brands try to be more like avocados. Soft on the inside, textured on the surface. Emotion-led campaigns are back after a hard data decade. From alcohol-free spirits to niche gym apparel, the most compelling messages aren’t shouting. They’re ripening. The tension comes from restraint. The best ads this year? Quiet, slow-burners with no punchlines, just mood. It’s experimental theatre via Instagram.
I spoke to three creative directors last week who independently used the word “creamy” to describe a campaign. Not slick, not sexy—creamy. And that’s the magic. The work that sticks in 2025 doesn't overpromise. It lets the audience peel it open. We’ve entered the avo era of advertising. Hope you’re into texture.