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It's Charli XCX's Summer

It's Charli XCX's Summer

How Brat has taken the marketing world by storm

Ali Kaltman
July 14, 2024

Brand: Charli XCX

Campaign: Brat

Read time: 5 minutes

💬 Overview 💬

Anyone else blown away by Charli XCX’s marketing team?

As someone who didn’t really know much about her, it’s pretty amazing what she’s been able to conquer.

It feels like you can’t turn a corner of the internet without seeing her vibrant lime green.

So how did she get to where she is?

And where did Brat summer come from?

Let’s get into it…

💙 The Branded Moment 💙

Charli XCX released her album Brat on June 7.

And the world went NUTS for the brand aura and aesthetic.

It’s just a simple lime green background with one word…

But the Brat campaign has turned into so much more.

It represents individuality and celebrating both imperfection and confidence.

And the campaign has come to life in many ways.

Getting attention in a market like NYC is tough… but the Brat wall caught fans eyes.

brat OOH in Williamsburg, Brooklyn

Fans have also turned to social to use the album as an opportunity to express themselves.

It’s like you can’t go anywhere on TikTok or IG without seeing hearing or seeing Brat…

But to me, the real branded moment is the canvas this provides fans.

There is no “actual” definition of a brat summer.

And the green color acts as a blank canvas for interpretation.

💡 Results 💡

The album campaign is a smashing success.

Searches for “slime green” surged 17% (!!) in the past 2 weeks, according to shopping platform Lyst.

SO MANY brands and retailers are hopping on the trend:

UK luxury retailer Flannels sent out a Brat green edit to buyers and the press, featuring pieces in the shade from brands like Balenciaga and Coperni.
New York label Kate Spade posted a Brat green starter pack on TikTok, recommending their bright green bags.
Makeup brand ColourPop posted a guide to “be so Julia with these lime green faves,” inspired by Brat song ‘360’.
Retailer BeautyBay posted “only using green beauty products this summer” with the caption “We’re calling ourselves beauty brats now.”

Even beyond fashion, the Brat influence is spreading. The UK’s Green Party created a Brat green graphic in the style of the album cover with the words “Vote Green” to appeal to young audiences.

On TikTok, audiences are obsessed with Charli’s whole persona and everything Brat, with the term “Brat Wall” featuring in 5.7 million posts.

Since the album’s June release, Brat has generated $22.5 million in media impact value (MIV), according to Launchmetrics.

🎬 Take Action 🎬

Brat Summer is an “attitude” more than an aesthetic. It’s fun and rebellious.

First off, as a brand, this trend feels like one to jump on. How do you leverage the Brat attitude for your brand?

Consider the green, the sound, the name… tie it back to your brand asap.

Second, one thing I love about this campaign is that Charli XCX exudes authenticity, and leans into that with the Brat color and logo.

Take a look at what your brand values and traits.

Does your logo match up? Does it really align?

💙

What’s New This Week

One new product I tried this week 👉 Milka Bars Oreo WOW

One new campaign I’m loving 👉 On Tennis Match feat. Zendaya and Federer

One new show to watch 👉 My Lady Jane! I really enjoyed it.

Brandkeeping

If you enjoyed this newsletter, please forward it on to 3 marketers you know!

And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.

Let’s chat!

See ya!

Ali

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