The Youth Lab

“Retired sunflower reacts to photosynthesis” Source: TikTok

BRAT GREEN: COLOUR OF THE SEASON

The neon green album cover with its minimalist black text has become an online sensation, popping up everywhere from fan art to remixed tracks and social media posts. Charli xcx’s team even launched a Brat Generator, letting fans create their own versions of the iconic cover. Social media is awash with profile photos mimicking the album art, and some die-hard fans have even dyed their hair green to celebrate the album of the summer.

One trend underscores the anti-consumerism vibe woven into the album's success: fans are humorously finding ‘Brat’ merch everywhere—essentially, any green item discovered in your nearest charity shop or supermarket from plastic bags to M&M’s. If it’s green, it’s ‘Brat’! It’s a nod to the album’s DIY spirit and a testament to its intense cultural impact.

Source: Charli XCX

BRANDED BRATS

Brands have been quick to jump on the ‘Brat’ bandwagon, from small businesses to corporate bigwigs. Plant-based sausage brand “Field Roast” went all in, posting a picture of its sausages in a wrapper modelled after the album cover. They even tagged Charli xcx, asking,

“Is this what you meant when you said it’s a brat summer?”

The brand also changed its profile photo to match and handed out coupons so consumers could join the trend. They took it a step further during Pride weekend, placing a billboard in Toronto’s Yonge-Dundas Square that featured the ‘Brat' album design on one side and “wurst” on the other, showcasing their product in matching lime packaging. The campaign garnered massive media attention, with one X user @glittersnot tweeting,

“This is marketing targeted specifically to me omg 😭💚.”

Other businesses went slightly smaller-scale to massive success. US restaurant Brown Dog Deli posted a TikTok of a barista pouring green matcha lattes to the tune of Charli’s hit “360.” Beauty brand Glamraider hopped on the “Apple” dance trend, and even fashion house Kate Spade caught the mania, posting a video of all things green and Brat. Each video racked up hundreds of thousands of views, proving that sometimes, less really is more.

Credit : Charli XCX

UNFILTERED FUN: THE BRAT MANIFESTO

The success of ‘Brat’ lies in Charli’s rejection of flawless, filtered internet culture. The songs are raw, conveying real emotions, while the visuals show people having genuine fun—not staged or filtered. You won’t find her on stage doing choreographed dancing in elaborate costumes, but you will find her DJ-ing in a sweaty New York nightclub (check out her incredible Boiler Room set if you need some convincing to go out tonight). It encourages listeners to share in a sense of fun that’s attainable. The accompanying trends are joyful and unserious—a stand against how contrived the online world can be. It’s something younger audiences (yes, we’re including Millennials in this bracket 👀) haven’t experienced in a long time, and it clearly resonates.

So if you’re looking for us this summer, you’ll find us bumpin’ that while decked out head to toe in green. 😎

BRAND TAKEOUTS

LETS GET ENGAGED

Charli xcx’s team nailed it with the ‘Brat Generator’, allowing fans to create their own versions of the album’s iconic neon green cover. This interactive approach not only engaged her audience but also gave them a sense of ownership and creativity. Brands can take a page from this playbook by developing tools or campaigns that let fans personalise and share their own branded content. By involving your audience in a fun, attainable way, you foster deeper connections and turn fans into active participants in your brand story.

REALITY SELLS

The album is resonating with youth audiences because it breaks away from perfection and embraces a raw, DIY ethos. Brands can connect with younger demographics by showcasing authenticity and realness. Highlight behind-the-scenes content, user-generated posts, and unscripted moments to create a genuine connection. Celebrate individuality and the beauty of imperfection to stand out in a world that often feels overly curated.

IN OTHER THINKHOUSE NEWS:

Heineken House is coming to Electric Picnic this August. Along with our agency partners Exhibit and AGM, and the Heineken Ireland team, we’ll be bringing festival goers a melting pot of music and culture in a brand new XP build. Good music, good times and great beer!

Last week, THINKHOUSE was selected by the Government of Ireland as a 2024 Sustainability Champion. THINKHOUSE is delighted to announce that it has been appointed a Sustainable Development Goal (SDG) Champion by the Department of the Environment, Climate and Communications for 2024-2025. Read more about the appointment and our SDG Goals here.