Almost everyone heard about the theatrical release of Greta Gerwig’s film about the Mattel doll, thanks to the work of the marketing team. A round-up of their most unlikely ideas to promote Barbie.
In recent weeks, the whole world seems to have turned pink. Pink as the favorite color of Barbie, embodied in the cinema by Margot Robbie, in the very successful new feature film by Greta Gerwig, released on July 19 in France and on July 21 in the United States. A film that also looks like a new feminist Matrix. The film’s marketing team has won its bet: giving us the impression of living in Barbieland, surrounded by all the other Barbies and Kens. They mobilized their most ingenious means not to make us forget the release of the comedy of the summer.
Barbie’s ‘dream’ house on Airbnb
In June, an American photojournalist spotted this flashy pink villa on the heights of Malibu, a famous seaside town 1 hour from Los Angeles. The color of the house being reminiscent of Barbie and her world, John Schreiber wondered: “ A publicity stunt? Big Barbie fans? Filming location of the film? ». Airbnb, the rental platform, has confirmed in a tweet the same day that it was indeed a house bearing the image of Barbie and Ken and that it could be rented from July 17. Given the size and color, hard to miss.
A Maserati car bearing the image of Barbie
Can’t afford to rent Barbie’s dream villa in Malibu? Not sure either that you have the budget to buy the SUV of the Italian brand Maserati, with the typical design of Barbieland. The manufacturer announced his collaboration with Mattel end of 2022 to create just two limited editions of the Maserati Grecale. “The exterior of the SUV, adorned with the Barbie logo, is covered in an iridescent finish that reveals an incredible rainbow effect on a bright sunny day. » writes Maserati. No doubt, the driver of the car will necessarily be a Barbie, a real one.
Barbie at West Hollywood Pride
It is not only on products and in stores that we can find Barbie. While Mattel released its first transgender doll In the image of actress Laverne Cox in the spring of 2022, the brand wants to show that it fights against discrimination and for LGBTQ rights. So in early June, at Pride in West Hollywood, an all-pink Barbie float paraded, with dancers perched on fluorescent yellow rollerblades alongside it, like Ryan Gosling and Margot Robbie in the film. The actors of the feature film Scott Evans and Alexandra Shipp were present.
Your dog dresses like Barbie
If you’ve seen the film before, you may have gone to the cinema dressed all in pink, with flashy accessories. But don’t be selfish, let your dog do the same! In any case, Mattel and the brand of accessories for dogs Canada Pooch have thought about it by collaborating for a limited collection. It remains to be seen whether your four-legged animal is really a Barbie fan…
An interactive experience at Barbieland
What Barbie fan has never dreamed of using their all-pink van or boarding their intergalactic rocket? This is possible by taking a ticket for the “ World of Barbie which, after passing through Toronto, stops in Los Angeles. For 40 dollars all the same, you can embrace the many careers that Barbie has had since the 60s.
A neon pink frapuccino at Starbucks
If you’re a sweet tooth and want a taste of the Barbie experience, there’s nothing like a neon pink drink, that’s what Starbucks thought when they launched this new drink. Impossible to give you the composition, the recipe is secret. If the drink is currently only available in Canada, it testifies to a massive advertising campaign in which the biggest brands have collaborated.
A Barbie collection in partnership with Zara
One of the most famous fast-fashion brands in France has also joined the Barbie adventure. On the occasion of the release of Greta Gerwig’s film, Zara has developed a clothing collection and two pop-in spaces in Zara stores in New York and Paris, on the Champs-Élysées. A very good marketing tool since buyers are already posting hauls on TikTok trying on the pieces from the collection in question.
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2023-07-21 10:34:46
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