Brat Summer’s taking over the internet.

So how did Charli XCX manage to plaster her iconic slime green branding everywhere?

Today, we’re talking about how she turned her Brat album release into a viral obsession.

In today's newsletter:

• Charli XCX's Brat Summer takeover (find out why her album release has been so wildly successful)

• Call of Duty, Mountain Dew and Doritos’ pro gamer move (here’s the secret to a successful long-term brand partnership)

• Trend plug - Itty Bitty

• Ask the Editor - I feel like I’m posting just to post :-/

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, registrations for our August intake are now open! Learn more.

I’m everywhere, I’m so Julia.

I need help. These lyrics and the unmistakable shade of acid green that is the Brat album cover are singed into my brain after the last four months of Charli XCX branding. It’s literally got me in a vice grip.

Released on June 7, Charli XCX’s sixth studio album, Brat has taken the internet by storm in a way that I haven’t seen (outside of major pop stars like Taylor Swift) in a long time. Memes, jokes, and posts have flooded social media, all coloured with the fluorescent Brat green that we’ve come to know and love.

The instant success of Brat is a masterclass in marketing and art direction.

And it's a testament to Charli’s incredible vision and execution when it comes to creating cultural moments.

This is Brat Branding 101.

One must ask, how did the British artist manage to take over the entire internet with her newly released album?

[Keep reading]

-Sophie, Writer

Call of Duty, Mountain Dew & Doritos’ Pro Gamer Move

If you grew up in the 2010s like I did, then you'll know all about being MLG (a pro gamer involved in Major League Gaming, for the oldheads).

You'll also remember 3 of the biggest cultural symbols of that movement:

Mountain Dew, Doritos, and FPS (first-person shooter) games like Call of Duty (CoD).

Mountain Dew and Doritos, both owned by PepsiCo, have become synonymous with video games for one reason or another over time.

But their specific relationship with Activision's CoD franchise has stood the test of time and even continues today, long after MLG stopped being cool.

So why have chips, soda and games about shooting people been so tight-knit for so long?

A blast from the past

Okay, here's a fact older, non-MLG readers can appreciate:

Mountain Dew's been the drink of choice for radical dudes and epic gamers since the 90s. It doesn't matter the decade - if it's cool, the Dew is automatically there.

[Keep reading]

-Devin, Copywriter

Trend Plug - Itty Bitty

If you don't do this trend, you'll break my heart into itty bitty pieces.

This latest trend comes from a recent Mishaal Tamer song, 'ITTY BITTY.'

Tiktokers are using this sound to talk about their personal heartbreak situations, some being serious, and others being a little silly.

How to jump on this trend:

All you have to do is use onscreen text to name a situation where you experienced a 'heartbreak moment.' This can be as serious or as silly as you like. Just don't forget to lip sync the lyrics!

A few ideas to get you started:

• 'When the clients footage corrupts'

• 'When I forget to save my copy'

• 'When I'm booked in for back-to-back meetings'

-Carter, Intern

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Ask the Editor

Q - I'm putting out a lot of content but I'm struggling with getting our message right. It seems like I'm just posting for the sake of it. What should I do? - Hilary

Hey Hilary!

Getting your message right is going to come down to your brand positioning. How do you want your audience to see you? What makes you different from all the other businesses that do the same thing yours does?

This can't just be that you have the "best" product. Because pretty much everyone thinks they're the best. It has to be some kind of value your audience can get behind. Once you know what this is, it will be your core message.

Then you need to figure out how you're going to get this across in your content. Because this is the thing that your audience will be able to connect with. So focus on figuring out your positioning, then let your content stem from that!

- Charlotte, Editor ♡

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