The Brat Era - How Charli XCX Took Her Album Marketing to Another Level

Last summer, pink was everywhere. Greta Gerwig’s Barbie movie had the world in bubblegum pink, and Charli XCX was right there in the middle of it. Her track “Speed Drive” from the Barbie soundtrack was the ultimate summer track, and her visuals were drenched in pink. But in true Charli style, just as we got comfortable with the hyper-feminine, she flipped the script.

Enter the Brat era…

This wasn’t just a new album; it was a pop culture movement. And in a world where pop stars are expected to constantly reinvent themselves, Charli managed to do it in a way that was disruptive, bold, unforgettable and brat.

What Is Brat?

Brat is Charli XCX’s latest album—a chaotic, rave-infused pop record that oozes rebellion. It’s raw, unapologetic, and full of energy. But the music is only part of the story. The Brat era is as much about the marketing as it is about the music itself.

From the moment Charli announced the album, it was clear this wasn’t just a new chapter, it was a takeover. Gone were the pink Barbie vibes of 2023. In their place came vibrant and garish neon green—a colour that felt wild, edgy, and unmistakably bratty. After severing ties with her previous record label, Charli wanted control and to be trusted with her next era when it came to marketing her new album.

This wasn’t just a rebrand. It was a statement.

From Pink to Green: The Rise of Brat Girl Summer

The artwork for Brat is as rebellious as the music itself. Straying far away from the traditional pop album featuring a glossy portrait of the artist, Charli XCX chose something raw and striking: a pixelated rendition of the word “brat” splashed across the cover. This bold choice feels intentionally impersonal, allowing the concept of the album to take centre stage rather than Charli herself. The glitchy, digital aesthetic reflects the chaotic energy of the music and the brat persona she embodies.

The marketing for Brat started with a bang and the shock factor worked. Fans instantly were freaked out by the artwork on social media. The album rollout kicked off with a guerrilla-style “Brat Wall” in New York, where the album’s punky, graffiti-like visuals were plastered for all to see. Fans (and sceptics) quickly took notice.

Then came the memes. Charli leaned into internet culture with the Brat Generator, an online tool that let fans create their own brat-themed slogans and graphics. Social media was flooded with user-generated content. Even politicians got in on the action—Kamala Harris’s team used the Brat Generator as part of her campaign, solidifying the movement’s cultural impact.

It didn’t stop there. Merchandise drops, glitchy green social media teasers, and a clever mix of humour and chaos kept fans hooked. The internet loves something it can latch onto, and Charli handed it the perfect storm.

A Viral Phenomenon

What makes Brat remarkable is how it became a cultural moment. It wasn’t just about the music, it was about identity. Fans weren’t just taking in the album—they were part of the narrative.

When I saw Charli perform at the Glasgow Hydro, the crowd was a sea of green. With all the neon outfits, fans were keen to associate themselves with the movement. That’s the power of good marketing, it doesn’t just promote the album, it became a trend.

And the green takeover wasn’t confined to concerts. Social media timelines, TikTok trends, and even high street fashion were swept up in Charli’s bratty aesthetic, turning brat green into a cultural statement. By owning her signature colour and embracing the chaos, Charli created something far bigger than an album—she built a phenomenon.

It wasn’t just fans who embraced brat green—brands saw the opportunity too. Air Baltic, for example, cleverly tapped into the brat-green craze on TikTok, weaving the colour into their branding and posts. Already aligned with their existing identity, this brat-inspired twist resonated with younger audiences, injecting personality into their marketing. By tying their content to such a viral trend, they not only boosted engagement but also showed that even industries like aviation can adapt to pop culture waves. It’s proof of how bold, creative thinking can make brands part of the conversation.

What’s Next for 2025?

So, what does the future hold? If Charli has taught us anything, it’s that summer isn’t just a season—it’s an opportunity. Marketers will be scrambling, already looking for the next big colour, and the fight for summer 2025 will be fierce.

But here’s why Charli stands out, she doesn’t just follow trends, she created one. The Brat campaign shows the importance of embracing culture, being unafraid to disrupt, and giving people something they can actively engage with.

For marketers, the lesson is clear: owning a narrative—whether through colour, aesthetics, or cultural relevance—can turn a campaign into a movement.

And for Charli? Who knows what’s next? Whatever it is, you can bet it’ll be bold, brilliant, and absolutely bratty.