It’s a Barbie World and We’re Just Promoting … Er, Living In It
Much to the surprise of some, the brand that turned pink into power has shown marketing genius
Social media has been flooded with posts praising the marketing for the Barbie movie. While there's no denying that they've been exploring engaging strategies, the surprise over their initiative is telling.
After all, a Lego movie was nominated for Best Original Song at the 2015 Oscars
Why are people so surprised that a global brand that reaps billions annually will be able to successfully promote a film around an icon that has been both celebrated and condemned by multiple generations?
Brand loyalty, natural curiosity, Barbiecore, childhood memories, and an appreciation for dialed-in aesthetics are all valid attention-grabbing factors. The movie has people asking: What does Barbie mean to you?
Some are even going as far as to say that Greta Gerwig is abandoning her status as a strong, female director.
The movie is too fun! It’s just about aesthetics! Look at all that pink … yet we idolize Wes Anderson for his aesthetically driven films.
(Read: Greta Gerwig’s Barbie: the Art of Selling Out)
Sadly, many people still believe that women-centric films don't have a marketable audience. That their existence isn’t valid unless it’s full of commentary … and we know that that too would be an issue.
While it may seem like a random decision for there to be a Barbie movie, Disney has been using similar tactics for years.
Make a movie, sell the products, get visitors to the parks, make another movie, sell more products ... Movie revenue streams are no longer about audiences in the theater but the product consumption surrounding the release.
Mattel modified this approach by releasing products before instead of with the movie.
Using a well-known character is also easier to get the attention of viewers. Instead of asking them to care about a new story, you're reminding them of their favorite childhood toy ... or yet another superhero. Those watching a trailer or seeing a poster immediately know that it's a ____ movie, without needing to retain specifics.
In a time when people are asking if Hollywood is going to stop making endless reruns or superhero movies, the answer is clear: blatant product-driven movies are going to increase.
Regardless of that saddening statement, this all goes to show the power of branding.
A powerful brand is one that truly has a unique, encompassing identity
When developing strategy with branding clients, we work to determine a brand’s voice, personality, photography style, ideal audience, values, and more. The more specific the answers and the more clear the brand is, the easier it is to market it.
A defined brand has the potential to become an identity for its consumer base as well. They are proud to support the brand, wear its logo, and discuss it being a part of their everyday life.
TikToks of people laughing at how they can’t help themselves in Target
That one guy you know that wears a Mariners hat everyday
The holiday season “starting” with themed cups at Starbucks
But what if your brand was so powerful that it was a universe?
What if just the color of your brand was identifiable by billions of people? What if your brand's values were desirable for other brands to associate with?
That would make it a powerful collab machine.
A collab machine that is geared towards adults, not children
While releasing specialty products excite audiences to see the movie, but it also further integrates the Barbie brand into the daily lives of a large audience that’s outside of their standard consumer base.
Since Barbie acts a reflection of our culture, the brand has been able to adjust over the years as fashion, values, and technology changes.
This flexibility allows for Barbie to never go out of style and to make sure that the values they promote are desirable for others to align with.
Barbie is a pro at work-life balance.
She is positive, responsible, independent, beautiful trendsetter.
Barbie has a sister, friends, and pets.
Her career has spanned over 200 careers, including STEM.
Barbie has even earned medals playing in male-dominated sports.
Best of all, whenever she is represented in a new way, it makes the news.
my barbie confession 👠
Speaking of work-life balance, the Barbie I remember most distinctly was Working Woman Barbie. She came in a business suit that could switch to a dress for date night. She said things like “Computers are cool!” It even came with a CD where I could personalize my own stationery.
While I’ve never considered Barbie to be a part of my identity, perhaps she did influence it more than I realize.
Here are just some of the collabs we’ve seen:
They’ve even set up Barbie pop-up cafes in major cities for you to flaunt your merch at.
Without even looking, I bet you could picture what the majority of these look like.
That’s the power of branding.
The Barbie movie is mass marketing a product … and they knew we’d celebrate it!
All they had to do was make their brand identity even more accessible to us to participate in ways that remind us how fun it was to have their brand in our life.
From the aesthetics to the story behind your brand, the more polished and professional it is, the more your audience will be able to identify it.
Perhaps one day your core brand color will be as revered as PMS 219.
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about the author
Meghan is a co-founder and lead designer of Westerly Creative Studio. With 16 years experience in her field, in addition to a BA in Graphic Design, she’s nerdy about all things color, typography, and illustration related. While her skill set spans the digital and print realms, she specializes in Squarespace websites and branding foundations.
