Carl’s Jr Hangover Burger: Alix Earle’s Ad Impact

Carl’s Jr Hangover Burger Girl — now that’s a phrase I didn’t expect to say out loud at 9 a.m., holding a greasy bag of fast food and nursing the effects of a night out. It was the morning after the big game, and while scrolling through TikTok in a daze, there she was — Alix Earle, strutting through a car wash in a star-shaped bikini, biting into a burger like it was the cure for everything. Inspired (and still a little hungover), I did what any loyal foodie would do: I ordered the new Hangover Burger, and yes, it was just as messy and satisfying as advertised.

In this article, we’ll dive into who Alix Earle is, why Carl’s Jr brought this bold strategy back, what makes the Hangover Burger special, and how it stacks up against other over-the-top burgers like the Truffle Burger and the cult-favorite PB&J Burger. Whether you love it, hate it, or just want to know what’s really in that burger, this story has all the flavor.

Table of Contents

1. Who Is the Carl’s Jr Hangover Burger Girl?

The Carl’s Jr Hangover Burger Girl is none other than Alix Earle, a 24-year-old TikTok star, influencer, and host of the Hot Mess podcast. Known for her glam party lifestyle, candid “Get Ready With Me” videos, and open discussions about acne, body image, and confidence, Alix has become a Gen Z icon almost overnight. With over 7 million followers on TikTok and more than 11 million followers across platforms, she has built a loyal fanbase that sees her as both relatable and aspirational.

Alix grew up in New Jersey and studied at the University of Miami, where her rise to fame began. Her signature content often features a whirlwind of nightlife, makeup tutorials, and brutally honest monologues about the chaos of early adulthood — a perfect match for the chaotic charm of Carl’s Jr’s Hangover Burger campaign.

Beyond her social media presence, she’s also made headlines for her relationship with NFL player Braxton Berrios, adding even more tabloid sparkle to her brand. In many ways, Alix Earle is the natural successor to Carl’s Jr alumni like Paris Hilton and Kim Kardashian — but with a distinctly modern, self-aware edge.

With her unapologetic persona and camera-ready charisma, it’s no surprise Carl’s Jr. chose Alix to revive their provocative marketing style. She doesn’t just sell the burger — she sells the lifestyle that comes with it.

Want to see how the Hangover Burger compares to other viral creations? Check out our deep dive on the original Carl’s Jr. Hangover Burger for full ingredients and prep tips.

2. The Hangover Burger Ad Campaign

Carl’s Jr’s latest marketing move isn’t just about food — it’s a full-blown visual throwback. With the Carl’s Jr Hangover Burger Girl campaign, the brand returned to its bold roots, blending fast food with flashy visuals and influencer appeal. The ad stars Alix Earle in a sun-drenched car wash scene, wearing a star-shaped bikini, confidently biting into the stacked Hangover Burger — all in glorious slow motion.

The campaign was launched ahead of the Super Bowl and tied to Carl’s Jr. National Hangover Day on February 10, offering My Rewards members a free Hangover Burger. It was a masterclass in timing, targeting the post-party recovery crowd with a burger that screams indulgence.

So what’s in the burger? The Hangover Burger features:

• A charbroiled beef patty
• A folded egg
• Crispy bacon
• Hash rounds
• Melted Swiss cheese
• Special sauce
• All served on a warm bun

Designed to satisfy both cravings and curiosity, the burger is a nod to over-the-top creations like the Steakhouse Burger and the Kobe Burger, both known for rich textures and bold flavors.

The campaign received millions of views within days of release, thanks in part to Alix’s massive social media influence. It also reignited discussions about the fine line between attention-grabbing and objectifying — a conversation Carl’s Jr. is no stranger to.

Want to try making your own version? Our recipe breakdown of the Hangover Burger includes easy substitutions and cooking tips.

3. Why Carl’s Jr Brought Back the Bikini Ads

Carl’s Jr. is no stranger to pushing the envelope. In the early 2000s, the brand built its reputation on risqué ads featuring bombshells like Paris Hilton, Kate Upton, and Kim Kardashian — each biting into a juicy burger while washing cars or lounging in bikinis. But by 2017, in response to the #MeToo movement and shifting consumer expectations, Carl’s Jr. paused that approach, focusing instead on the food itself.

So why bring it back now — and why make Alix Earle the new face?

The short answer: nostalgia and virality. The new campaign doesn’t just lean on sex appeal; it layers it with Gen Z humor, social media savvy, and a sense of ironic self-awareness. Alix Earle isn’t just posing for the camera — she’s in on the joke, and that authenticity resonates with younger audiences who grew up online.

It’s also a strategic move to stand out in a crowded burger market. With viral favorites like the Truffle Smash Burger and quirky combos like the Peanut Butter and Jelly Burger gaining attention, Carl’s Jr. needed a bold differentiator — and they found it by resurrecting their own iconic brand playbook.

This return to form wasn’t without criticism, of course. Some see the ad as empowering and nostalgic, while others call it tone-deaf or outdated. Regardless of opinion, the ad sparked conversations and brought Carl’s Jr. back into the spotlight — which is exactly what great marketing is designed to do.

4. Public Reaction to the Hangover Burger Girl Ad

The Carl’s Jr Hangover Burger Girl ad did exactly what it was meant to do — get people talking. But as with any bold marketing move, the reaction was anything but one-sided.

🔥 The Praise

Many fans applauded the return of Carl’s Jr’s daring style, seeing it as a fun, nostalgic callback to the brand’s early 2000s heyday. Alix Earle’s fans flooded social media with support, celebrating her confidence and charisma. Gen Z audiences, in particular, seemed to embrace the campaign’s unapologetic, meme-ready aesthetic — a tongue-in-cheek play on glamor that feels more like performance than objectification.

❄️ The Criticism

However, the ad didn’t escape backlash. Critics labeled it regressive, with watchdog groups calling it “soft-core porn disguised as a burger ad.” Parents’ organizations and feminist groups argued that reviving the “sex sells” formula was a step backward in a time when brands are expected to prioritize inclusivity and values over shock factor.

Even some casual viewers expressed confusion over whether the ad was serious or satire — a testament to how blurry the line has become between authentic branding and calculated irony.

🤳 The Viral Effect

Regardless of perspective, one thing is clear: the campaign worked. It went viral, got featured in major publications, and sparked trending hashtags across TikTok and Twitter. The Hangover Burger itself saw a spike in interest, landing on the radar alongside other buzz-worthy creations like the PB and J Burger and the indulgent Burger King Double Cheeseburger.

5. Alix Earle’s Role and Influence

At the core of the Carl’s Jr Hangover Burger Girl campaign is one very deliberate choice: the casting of Alix Earle. And it’s a choice that paid off in a big way.

Unlike the brand’s past models, who were largely celebrities at the peak of their fame, Alix represents a new kind of stardom — one shaped by social media authenticity, not just glamor. With her candid videos about breakouts, heartbreak, and wild nights out, she’s built a following that values relatability just as much as beauty.

This made her an ideal fit for a campaign that needed more than just sex appeal — it needed someone who could own the moment, make it trend, and spark a conversation.

Alix’s followers didn’t just watch the ad — they shared it, memed it, and ordered the burger. That kind of influence isn’t easy to buy, and it’s what sets her apart from past Carl’s Jr. faces like Paris Hilton or Kim Kardashian. She’s not just modeling — she’s marketing through personal brand equity.

The campaign also served to further cement Alix as a power player in influencer marketing. Her reach extended well beyond the food world, bringing fashion, sports, and even dating gossip (thanks to her relationship with Braxton Berrios) into the conversation.

Want to explore another bold burger that blends flavor and personality? Check out the Truffle BurgerBest — another crowd-pleaser with viral potential.

6. FAQs About the Carl’s Jr Hangover Burger Girl Campaign

Conclusion

The Carl’s Jr Hangover Burger Girl campaign isn’t just an ad — it’s a cultural statement wrapped in nostalgia, influencer marketing, and unapologetic indulgence. With Alix Earle leading the charge, the brand has reignited its classic playbook for a new generation, blending glamor, fast food, and viral reach like never before.

From its bold visuals to the stacked Hangover Burger, this campaign has sparked conversations across the internet — both celebratory and critical. But whether you’re a fan of throwback marketing or just curious about the burger behind the buzz, there’s no denying the impact.

If this campaign has whet your appetite for bold burger recipes, don’t miss our breakdown of the Carl’s Jr. Hangover Burger, or explore unique flavor mashups like the Peanut Butter and Jelly Burger and the rich, savory Kobe Burger.

In the end, love it or hate it, the Hangover Burger Girl has done exactly what great advertising does: get people talking — and maybe even hungry.