"In fact, over the past few months, social media users have suggested a connection between the summer album and the viral mascot, noting their similar shade of green and the company's history of embracing Gen-Z trends. When the opportunity to collaborate-directly or indirectly-with a massive trend arises, brands are quick to respond. The language-learning company used a color association strategy, linking the color of Charli's Brat album cover to that of their mascot"
"The trend took over TikTok, with hundreds of posts under the hashtag #bratsummer. Duo showed up to the Sweat Tour wearing a "Brat" shirt The photo of the green bird wearing the "Brat" merch was posted on X (formerly known as Twitter) by PopBase. The brand then re-posted the image, writing, " Talk to me in French, talk to me in Spanish.""
Duolingo sent its green mascot to the opening night of the Sweat Tour in Detroit, wearing Brat merchandise and generating immediate online buzz. Social media users linked the mascot's color to Charli XCX's Brat album, prompting the company to use color association as a marketing tactic. The brand reposted fan images and captions, including a bilingual reference to French and Spanish, amplifying engagement. Inside the venue, Duolingo arranged for about 20 employees to wear Duolingo heads, increasing visibility and aligning the brand with the viral #bratsummer trend.
Read at TVovermind
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