In the world of marketing and advertising, staying on top of cultural trends is crucial for brands looking to connect with their target audience. One recent trend that has caught the attention of agencies like Assembly, No Fixed Address, and Ogilvy is Brat Summer, sparked by the release of British pop star Charli XCX’s album „Brat“ in early June.
These agencies have been pitching their clients on reactive work related to the trend, which has involved tactical approaches such as out-of-home placements, organic and limited paid social activity that reference the album’s lyrics and lime green sleeve. Despite the somewhat vague explanation given by Charli XCX herself, the trend has attracted responses from various brands, including iced tea brewers and sausage companies, showcasing marketers‘ eagerness to join in on niche cultural moments.
One example of a brand leveraging the Brat Summer trend is Field Roast, a client of No Fixed Address, which bought billboard space in downtown Toronto during the city’s Pride parade to link its bratwurst products to the trend. Similarly, beauty client Make Up For Ever, under Assembly, altered its colors and copy in paid social placements to reference the trend. Even Lipton, a client of social agency Billion Dollar Boy, posted a TikTok claiming its green tea product to be „brat,“ further showcasing the trend’s influence.
While brands have shown interest in aligning themselves with Brat Summer to appear culturally relevant, the trend may not be as widespread as it seems. A YouGov survey found that only 11% of British consumers were aware and understood the term. Additionally, the rapid commercialization of the trend has caused some experts to back off, citing a dilution of authenticity and cultural relevance.
As the trend cycle for Brat Summer begins to wind down, agencies are facing challenges in reacting quickly enough to capitalize on the moment. Production and approval processes within marketing organizations can be slow, making it difficult for larger clients to be responsive to trends. Despite this, agencies continue to pitch work based on the trend, believing that joining the pop culture conversation is worth it to reach younger audiences in their preferred online spaces.
While some agencies have steered clear of pitching Brat-related work due to its potentially taboo nature, others see the trend as an opportunity to boost brand relevance and engagement. Brands‘ responses to trends make up a significant portion of their organic social media activity, with many marketers planning to increase their focus on trend-related content in the future.
As the trend begins to fade, agencies are advising caution to marketers rushing to join a party that may already be over. Knowing when to call it quits on a trend is crucial to avoid appearing behind the times. Despite differing opinions on the longevity of the trend, agencies like Ogilvy and Assembly see potential for brands to tap into the underlying desire for authenticity and individuality that Brat Summer represents.
In the ever-evolving landscape of marketing and advertising, staying ahead of cultural trends is key to connecting with consumers. While Brat Summer may be coming to an end, the lessons learned from this trend can help brands navigate future cultural moments with authenticity and relevance.