We’re sure you’ve already heard the phrase “brat summer” banded around many times since the release of Charli XCX’s new album. A culutral phenomenon and stroke of utter marketing genius, brat took over our summer with a grungy, messy and irreverent energy, celebrating individuality. As the phenomenon travelled through social and dug its way through the public consciousness, brands began to capitalise on the frenzy by re-branding their green products as ‘brat’. But it didn’t stop there.

Leading up to the general election, the Green Party even designed a brat green graphic, replacing the word ‘Brat’ with the message ‘Vote Green’. Iconic. So how did "brat" take over the cultural zeitgeist in such a big way, and how can we emulate this success in our PR strategies? Keep it simple!

When Brat was released this June, it was marketed using a simple but very effective approach - everything a lurid shade of green (aka ‘brat green’). The album cover, fan art, remixed tracks, social media posts, you name it. Even a TikTok live with updates to a ‘brat wall’, gave key clues to new tracks and an extended album. This all proves that you don’t need to overcomplicate, and a single colour and unique font can be the most memorable (see also the iconic Oasis logo, which was all the only tool they needed to announce their reunion last week).

Be authentic. Brat is a rebellion against the overly curated online world, and this unfiltered approach is exactly what resonates so deeply with Gen Z and millennial audiences, who crave genuine connection. Charli XCX isn’t selling a flawless, filtered image – she’s promoting authenticity. Baggy jeans, frayed tank tops and Bic lighters, rather than posed selfies. “Brat” might not be the energy of every brand (and is a far cry from the ethos of some of our clients!), but the task is to find a way to connect with your specific audience.

Embrace individuality. As a brand it’s important not to try and dictate the trends but let your audience own the conversation, whether it's interactive art installations, customisable merch or social media campaigns encouraging user-generated content. (We're reminded of the limited-edition merch we created for Malibu rum a few Christmases ago!) In the case of brat, it was of course the infamous ‘Apple’ dance, as well as a brat generator which allowed audiences to “bratify” pictures and usernames. What followed was a stream of remixes and personalised takes on “Brat Summer” and what it means to each person - a strategy that not only boosts engagement but also builds a deeper, more genuine connection with the audience.

So, the question on everyone’s lips - has instinct had a brat summer? Or has it been “very demure, very mindful”, the accidental counter movement created by influencer Jools Lebron?

✔️ Hosting influencers at Goodwood for Hawes & Curtis, dressed in the finest suits? Very demure.

✔️ Launching Lillet’s new limited-edition bottle in partnership with Emily in Paris, re-branding the agency to l’instinct? Very demure.

✔️ A summer party in Rye, litter picking on the beach, ‘a few’ glasses of rosé on the dunes?

Ok you’ve caught us out. Demure with a dash of brat…