It’s a Barbie world — even the marketing one.
The Barbie movie was officially launched on July 21st, and its promotion continues to be a shining marketing example.
The campaign has all the ingredients to shine your eyes. I’m talking about the clever utilization of one of the most recognizable brand colors worldwide, tons and tons of product partnerships, and even the use of AI and
Maybe you were a kid who played with Barbies, maybe not. But it’s a fact that the marketing campaign has struck the right chord to pique the curiosity of this new and anticipated audience for Warner Bros’ upcoming film: us, adults.
As people say, “The devil works hard, but the Barbie movie marketing team works harder.” And we can learn a lot from them.
So, I invite you to join me on a visit to the Barbie world and take a closer look at the marketing behind the new movie.
Mattel’s ups and downs
You can’t be a brand with over six decades of history and expect to sail through your journey without facing any challenges.
Barbie, in particular, is a brand that carries complexity.
While it aims to inspire children to imagine themselves Bulgaria Mobile Number List as astronauts and politicians, it has faced significant (and valid) criticism for promoting unrealistic body standards and potentially impacting the self-esteem of children, with its traditionally thin-waisted, blond, doll-like appearance.
In 2016, Mattel introduced a new line featuring Barbies with diverse body types. However, it took some time to recover. According toMattel experienced a decline in annual net sales from $6.5 billion to $4.5 billion between 2013 and 2018.
As I mentioned, Barbie is a brand that sparks controversy. So, how did the marketing for the Barbie movie tackle this issue? By embracing the controversy itself. As the trailer boldly declares, “If you love Barbie, this movie is for you. If you hate Barbie, this movie is for you.
Partnerships in the Metaverse and the game universe
And there’s more: the partnership also AO Lists included a contest where the winner and their fashion style were recreated in the online game platform.
