If you were scrolling TikTok during the Super Bowl LIX lead-up, you probably saw a star-shaped bikini and a very messy burger. It was hard to miss. Alix Earle, the undisputed queen of the "Get Ready With Me" (GRWM) era, didn't just post a sponsored photo; she basically took over the Carl’s Jr. brand identity for the better part of 2025.
Honestly, it was a weirdly perfect match.
Most people think of Alix Earle as the girl who shares her acne struggles and messy Miami apartment. But Carl’s Jr. saw something else. They saw a way to bring back their "provocative" marketing from the early 2000s without it feeling like a dated relic of the "bro-culture" past.
The Alix Earle Carl's Jr ad wasn't just a one-off commercial. It was a multi-stage campaign that kicked off in February 2025 and kept going through the summer with the help of a very famous blonde mentor: Paris Hilton.
The Hangover Burger: A "Hot Mess" Strategy
Carl’s Jr. didn’t buy a multi-million dollar Super Bowl spot in 2025. Instead, they bought Alix Earle.
Basically, the brand banked on "National Hangover Day"—the Monday after the Big Game. According to internal data shared by Kara Gasbarro, VP of Creative Strategy at CKE Restaurants, over 16 million Americans call out of work or show up late that day. Alix, known for her "hot mess" energy and late-night party vlogs, was the obvious face for the recovery effort.
The ad itself featured Alix in a star-shaped bikini (a direct nod to the Carl’s Jr. logo) telling fans they could get a free Hangover Burger if they used the app.
The burger itself was a beast:
- Charbroiled beef patty.
- A folded egg.
- Two strips of bacon (Alix insists you need the double bacon).
- Hash rounds (tucked inside the burger, obviously).
- Swiss cheese and special sauce.
It worked. Like, really well. The campaign saw a 91% increase in followers for the brand and a 47% engagement rate on Instagram. You don’t get those numbers by being boring.
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Why the Alix Earle Carl's Jr Ad Used Paris Hilton
In July 2025, the partnership leveled up with the "Kay So?" campaign. This is where things got meta.
If you remember the 2005 Paris Hilton ad—the one with the Bentley and the Bentley-sized burger—you know exactly what Carl's Jr. was trying to do. They brought Paris back for a cameo in Alix’s new ad for the Queso Crunch Burger.
In the spot, Alix is at a club where everything looks like queso. Shot glasses, tops, lip gloss. She heads to the drive-thru, takes a bite of the burger, and Paris Hilton pulls up in a Bentley. Paris drops her updated catchphrase: "Kay, so that's hot."
It was a passing of the torch.
The two stars shared behind-the-scenes content on TikTok, with Alix calling Paris a "mentor" on set. It was a clever way to bridge the gap between Gen Z, who follows Alix for her "realness," and Millennials, who remember Paris washing a car in a swimsuit twenty years ago.
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The Math Behind the "Earle Effect"
Marketing experts have been obsessing over why this worked. It comes down to "authenticity," which is a buzzword everyone hates but Alix actually lives. She doesn't just show the highlights; she shows the puffy eyes and the post-party chaos.
When she tells her 7.5 million followers she needs a burger to survive a hangover, they believe her.
Data shows that Alix’s endorsements often outperform traditional influencer benchmarks by 300%. For Carl’s Jr., this meant more than just selling sandwiches. It was about "re-inserting" the brand into the cultural conversation. They weren't just a fast-food chain anymore; they were part of the "hot mess" lifestyle.
What Most People Got Wrong About the Partnership
Some critics argued that bringing back the "racy" ad style was a step backward. They thought it was just the same old "bikinis and burgers" trope.
But there’s a nuance here.
In the 2000s, those ads were made for the male gaze. In 2025, the Alix Earle Carl's Jr ad was made for the "girls' girl." It was about the "hangover run" with your friends, the late-night cravings, and the "Kay So?" joke that feels like a conversation you'd actually have in a group chat.
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Alix wasn't just a model; she was a "creative partner." She had a say in the "Build Your Own Bag" (BYOB) late-night offerings and hosted "Club Carl’s," a pop-up party in Los Angeles that turned a regular fast-food joint into an after-hours rave.
Actionable Insights: Lessons from the Alix Earle Campaign
Whether you're a creator or just someone interested in how these massive deals happen, there are a few real-world takeaways from the Alix Earle and Carl’s Jr. era:
- Niche Timing Matters: Don’t just compete for the Super Bowl. Own the day after the Super Bowl. By focusing on "National Hangover Day," Carl’s Jr. carved out a space where they didn't have to compete with beer or car commercials.
- Continuity Wins: One-off posts are dead. Alix worked with the brand from February through the summer. This builds trust. If she’s still eating the burger six months later, people assume she actually likes it.
- Leverage Mentorship: Bringing in Paris Hilton wasn't just for the "cool factor." It provided legitimacy. It signaled that Alix is the modern version of a pop culture icon, which elevates her brand and the burger she’s selling.
- Download the Rewards: If you're looking for these types of deals in the future, the "free burger" hooks are almost always tied to loyalty apps. Carl's Jr. used Alix to drive app downloads, which is much more valuable to a company than a simple "like" on a photo.
The collaboration proved that the "Alix Earle Effect" is real, and it’s not just for makeup or skincare. If you can make a hangover look like a marketing opportunity, you’ve basically won at social media.
Next Steps for Content Enthusiasts:
To see the campaign in action, you can still find the "Kay So?" spots on YouTube or check Alix’s TikTok archives from July 2025. If you're a "My Rewards" member, keep an eye on the Carl's Jr. app; they often revive these influencer-led "National Hangover Day" deals every February.