It’s officially #BratSummer, and we have Charli XCX to thank for it. Everyone’s talking about her latest album, Brat, and not just the songs. The simple album cover with its low-res image of the word ‘Brat’ has captured the attention of fans and brands alike, and the shade #8ACE00, aka ‘Brat Green,’ is now the summer’s biggest colour trend.
We’ve loved seeing all the reactive content across socials over the last few weeks. Here are a few of our favourites:
Field Roast’s ‘Brat’ Wurst
Realising the potential of Charli’s viral album to promote their veggie Bratwurst sausages, veggie food brand, Field Roast, and their creative agency, No Fixed Address, created a simple yet incredibly effective OOH billboard campaign that playfully nodded to the album cover and sparked a whole lot of conversation on social media.
With one side saying ‘Brat’ and the other ‘Wurst’, the eye-catching and humorous billboard stopped people in their tracks, with many taking pictures and posting them to social media. Field Roast then used social media to extend the reach of their OOH campaign, tagging Charli XCX and offering bratwurst coupons. A great example of a fun and reactive, omnichannel campaign.
Moon Juice’s Bratty Shake
You might have seen TikToker Daniel Preda (@misterpreda) recently share Erewhon’s exclusive new Brat green smoothie. Gaining over 1.1 million views, the video was part of Daniel’s content series reviewing food and drink to see if it’s “number one hater approved”. While it did turn out to be number one hater approved, Daniel later revealed that it wasn’t a real collab, and instead something he came up with to show his appreciation and love for Charli XCX and her album. Clever, right?
But the story doesn’t stop there. Following Daniel’s viral video, wellness brand, Moon Juice, spotted an opportunity to create a real Brat smoothie collab. After reaching out to Daniel, the pair collaborated to launch a limited edition, ‘Bratty Shake’, containing several Moon Juice products and everything you need for a Brat girl summer. If it wasn’t $18 (and only available in the USA), we’d definitely be trying it.
Yard Sale Pizza’s Diamanté Giveaway
Back in the UK, Yard Sale Pizza also jumped on the Brat Summer trend with a fun Instagram giveaway inspired by the album’s front cover. Yard Sale offered followers a chance to win a limited edition, one-of-a-kind, diamanté BRAT pizza box and free pizza. The giveaway reel gained over 84k views – their most viewed reel of all time – showing the effectiveness of jumping on viral topics quickly. Well played, Yard Sale.
The Green Party Gets Bratty
We’ve learned to always expect the unexpected when it comes to marketing, and this was certainly the case during the UK General Election. In an attempt to speak to a younger audience, the Green Party created a social media post in the style of Charli’s album with the words ‘Vote Green’ instead of ‘Brat.’ Who says politics has to be boring?
