BRYAN, Texas (KBTX) – A Texas business with strong Aggie roots is gearing up for their feature during the Super Bowl this Sunday.
Bison Coolers, a Fort Worth-based company, and Aggie 100 winner will be featured in Google’s “50 States, 50 Stories” campaign, highlighting small businesses using AI tools to grow.
“We could never imagine that something like this would be would fall in our company,” company president Jeremy Denson said.
The campaign features one small business from each state, and for Texas, Bison Coolers was selected for its innovative use of Google’s AI tools to streamline operations and expand its reach.
“If a particular task takes more than five minutes, then there’s an opportunity to use AI and Gemini, in particular, to help us streamline that process to have not only a higher quality output product but also something more beneficial to us in the long run,” Denson said
Founded on the principle of making durable, American-made coolers, Bison Coolers has built a strong reputation for quality, The Google campaign showcases how the company has leveraged technology to grow its brand while staying true to its roots.
“I think being an Aggie-owned and operated business carries a lot of weight,” Denson said. “I think A&M is that small-town rural community that rallies around one big university. I think that carries a lot of weight and I think that’s really kind of the DNA of our business is that we are that small underdog story that’s just fighting against the big dogs and the people in the industry that have tons of private equity or they’re even publicly traded. For us, we take a lot of pride in being that kind of small town underdog story that David versus Goliath.”
The commercial will air during the Super Bowl on Sunday, putting the Aggie-operated company in front of millions of viewers.
“We could never imagine that something like this would fall in our company,” Denson added.
Copyright 2025 KBTX. All rights reserved.
