The Barbie takeover: How Mattel rebuilt a brand through movie marketing
From Ariel to Dungeons and Dragons, live-action remakes are the new trend taking over the big screen. But none have done it quite like Barbie. The iconic doll, beloved since 1959, needed a fresh 2023 makeover to stay relevant. Embracing the power of nostalgia, the Barbie movie rebrand has painted the world a pretty new shade of pantone pink, moving mountains in their movie marketing, and reigniting the love of the iconic toy.
Curious to know how Barbie became a cultural phenomenon? In this article, we delve into the strategies employed by the Barbie marketing team for inspiration to fuel your own creative - get ready for a journey into the pink-infused world of Barbie.
Pink in the Press: A ‘Leak’ that Sparked Magic
It all started with a jaw-dropping ‘leak’. Back in April, you might recall the image of Ryan Gosling and Margot Robbie in their shockingly fluorescent outfits skating through Venice Beach circulating social media. That perfectly on-brand capture created buzz and left us with more questions than answers. It was the first taste of the movie’s promotion.
Credit: Page 6
Sparking a Social Media Trend: Posters, Filters, and the Barbie Selfie Generator
Then came the movie posters. Featuring characters and their Barbie description, encased within starry circles, they quickly became a social media filter sensation. Influencers, social media users and marketers globally hopped on board, instantly recognising the signature poster format, and the movie it represented.
Credit: StyleCaster
A Soundtrack to Suit: Tunes that Rocked the Barbie World
You’re lying if you say you couldn’t sing every word of “Barbie Girl”. As the movie trailers dropped, so did the songs that would accompany the film. With big names like Nicki Minaj and Dua Lipa on the discography, even Spotify became a platform promoting the film.
Credit: Cleveland.com
The Barbie Dreamhouse Extravaganza: Where Fantasy Becomes Reality
Step into the life-size Barbie Dreamhouse. This 10,000-square-foot mansion in Venice Beach, California, became a liveable Barbie paradise, offering a limited-time experience for those who really want to be a Barbie girl living in a Barbie world. From awe-inspiring Barbie-themed merchandise to a life-size Barbie doll calling it home, the Dreamhouse even caught the attention of Architectural Digest!
Credit: Vogue
A Real-Life Runway: Barbie Ensembles Ruled the Red Carpets
Once the press tour started, that is when the magic continued to skyrocket. Leading Actress Margot Robbie wowed audiences with iconic Barbie ensembles, bringing to life outfits from different Barbie eras, from the original black and white swimsuit through to 90’s themes. Connecting with the toy’s rich history, the marketing team gamified the red-carpet experience, inviting media to connect each look with its associated reference.
Credit: The New York Times
Painting the Town Pink: Pop-Up Activations in Full Swing
The excitement didn’t stop there. Premieres in various locations saw cities transform into pink wonderlands. From the London Eye to the Bondi Icebergs, each location embraced the Barbie fever. These large-scale marketing activations not only put the city on the map, but also amplified Barbie’s reach and cultural impact.
Here’s the activation along James Street in Fortitude Valley close to the We Are Brooklyn office.
Credit: We Are Brooklyn
Barbie A Part Of Every Brand: Collaborations that Turned Heads
Barbie’s influence extended well beyond the movie itself. Fashion, food, travel and lifestyle brands all wanted a piece of the Barbie frenzy. Glasshouse released a limited-edition candle, Grill’d launched a pink bun Barbie burger range, NYX a makeup line, Xbox a pink console and game controllers to match, there are now on-brand Impala roller blades for sale, Airbnb have their Dreamhouse, and of course, there are Barbie clothes found in most every outlet. These partnerships sparked engagement at every touchpoint of the customer experience.
Credit: Grill’d
Prepare to be amazed by the Barbie marketing phenomenon. Next week, we’ll help you unlock the secrets that took Barbie from an iconic toy to a larger-than-life cultural sensation.
If you’d like to dive into the magic of the Barbie movie and discover the endless possibilities for your own brand, contact us now or drop us an email: hello@wearebrooklyn.com.au
