ur so summer apple

it's the year of brat summer. the long-awaited movement aussies have been waiting to join will finally arrive. charli xcx's 2025 aus tour with laneway is set to spark a new cultural flashpoint - it's the last place on earth to have their brat summer.

with charli describing 'brat' as a girl who's "a bit messy and loves to party and maybe says dumb things sometimes", we saw a perfect alignment with Vodka Cruiser’s brand.

THE OPPORTUNITY: send off the world's final brat summer with charli and fuel australia’s brat summer with Vodka Cruiser's limited release, Summer Apple.

after seeing the viral success of brat-themed posts on Vodka Cruiser's socials, we harnessed the momentum and pitched the idea of a limited release for a Summer Apple flavour. this was a true consumer-led activation, tapping into the excitement already brewing online.

THE SOLUTION: we brought the concept to life launching it close to charli xcx's arrival to australia. we kicked off with a brat-inspired photoshoot that mirrored charli’s aesthetic - this was the perfect product announcement to get people excited. during Laneway Festival, we distributed green vodka cruiser merch guerrilla-style outside the event, while strategically placed OOH ads around stations and walkways near the event.