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Barbie's Masterclass Marketing

Barbie (2023) movie poster

 

Barbie's marketing will be in the history books! The movie starring Margot Robbie and Ryan Gosling was directed by Greta Gerwig and is one of the most marketed movies of all time. This strategy will be discussed in every marketing class and by every agency. Persons would tweet asking, "What's their marketing budget?" or make jokes to say that the marketing team hasn't seen their family in months. Why? Because they went HARD. And while Barbie is already an extremely popular brand, they took over the world to promote this movie. From the trailer released at the end of May, all we've been seeing is pink! 

The campaign ranged from a Barbie meme generator to a life-size replica of Barbie's dreamhouse, a World of Barbie traveling exhibition, and even a collaboration with Burger King Brazil to create a pink burger. The list goes on, but here are my favourite brand collaborations used to promote the movie:

1. Krispy Kreme 



2. Crocs

3. Nyx Cosmetics



4. Forza Horizon 5 - Xbox Game



5. HGTV Barbie Dreamhouse Challenge



6. Pinkberry Frozen Yogurt



7. Zara's Barbie Collection



8. Aldo Accessories Collection



Barbie made it clear that they are a brand for the girls - every type of girl too. The ones who love fashion, makeup, decor and sweet treats, ones who play video games, ones who wear heels and ones who wear Crocs. This campaign kept our inner child on their toes and each brand collaboration reeled us in more and more. As of August, the movie grossed $1 billion at the global box office, and has become Warner Brothers' biggest ever movie at the US box office. I watched it recently and the acting, plot and visuals were more than satisfactory. I enjoyed it thoroughly with my girlfriends and I've become a lot more in touch with my feminine side. Thank you Barbie, for an entertaining movie, impressive message, and exceptional marketing. 


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