Carl's Jr. is making waves once again with its bold return to Super Bowl advertising, this time featuring rising TikTok star Alix Earle as its spokeswoman. It's been eight years since the fast-food chain has aired one of its provocative "burgers and bikinis" ads, but the brand is ready to reclaim its spot during the high-profile event set to take place on February 10, 2025. Earle, who is known for her lively persona and sizable following on social media, is at the forefront of this new campaign, representing the restaurant's quirky and humorous approach to football fans.
At just 24 years old, Earle has skyrocketed to fame, amassing over one million TikTok followers with her engaging "get ready with me" (GRWM) videos and her bubbly personality. A University of Miami alumna, she has caught the attention of many, especially since she’s dating Braxton Berrios, wide receiver for the Miami Dolphins. Earle has established herself not only through social media but also via her popular podcast, Hot Mess with Alix Earle.
With her participation, Carl's Jr. hopes to resonate especially with younger audiences who are already familiar with her brand. The commercial prominently features Earle promoting the new "Hangover Burger," which includes layers of charbroiled beef, double bacon, crispy hash browns, cheese, and special sauce. Earle jokes, "Let's be real: everyone is going to be a hot mess after the big game," seamlessly tying her personal brand to the product.
The Super Bowl ad also offers viewers the chance to score free "Hangover Burgers" through the Carl's Jr. app by signing up for My Rewards. It's clever marketing leveraging Earle's influence, inviting fans to engage with the brand both during and after their Super Bowl festivities.
Historically, Carl's Jr. has been known for its eye-catching advertising methods, often featuring stunning models and humorous scenarios. Previously, celebrities like Kim Kardashian, Heidi Klum, and Kate Upton starred alongside burgers, making the ads memorable for their cheeky allure. This year, Earle’s take brings youthful energy, utilizing her social media clout to connect with audiences right where they consume most of their content.
Social media is where Earle particularly shines. She once shared her struggle with self-image, which she attributes to her mission of authenticity. "I got to a point where I said, 'This just isn’t real.' It isn’t authentic for me to be putting on these filters and taking on makeup..." she expressed, talking about the overwhelming positivity from her followers following her honest posts about dealing with acne. This very transparency may resonate with consumers and eases the tension around her visually arresting commercial appearance, which features her sporting only stylish cowboy boots and a tiny denim skirt paired with her iconic bikini-style top.
Despite being some viewers' first introduction to Earle, her rising star is undeniable. Her collaboration with Carl's Jr. is more than just advertising; it’s a cultural commentary on how marketing has evolved, symbolized by her presence. It reflects not only the changing taste of consumers but the playing field of influencer marketing. Brands are no longer solely dependent on traditional celebrity endorsements—they are turning to influencers who attract niche audiences, making them more relatable to the average consumer.
The ad's humor and Earle's relatable persona afford Carl's Jr. the opportunity to captivate the audience, blending product promotion with entertaining narrative. Earle humorously notes, "I've got just what you need to cure the post-party bug: the Carl's Jr. hangover burger," pointing to the need for satisfying meals after rowdy game nights.
Critically, Carl’s Jr. is also tapping back to their well-known "burgers and bikinis" strategy. With the playful intention of nodding to their provocative advertising past, they are attempting to blend nostalgia with relevance for today's audience. It shows the company's adaptability and willingness to catch the attention of both older fans familiar with their past campaigns and younger generations hooked on social media.
With the start of Super Bowl LIX just around the corner, the anticipation surrounding this advertisement is palpable. Alix Earle’s presence is likely to spark discussions about authenticity and marketing strategies, especially as viewers reflect on the juxtaposition of her glamorous portrayal of post-party relief against the starkness of reality after exciting sports gatherings.
Just as she has emerged on various platforms, with her natural approach to content creation and personality, Earle seems poised to make her mark not only during the Super Bowl but as part of the broader culture of influencer-driven advertising. For her fans and Carl’s Jr. patrons alike, this collaboration presents another layer to the complex relationship between products and digital fame.
Alix Earle, with her significant influence and authentic appeal, perfectly encapsulates the direction of modern marketing: fewer filters, more real-life experiences, and, of course, let’s grab some burgers afterwards!