This is actually Barbie’s world, and we’re just living in it.
Undeniably, Greta Gerwig’s Barbie (2023) is a HIT! Bringing nostalgia galore to the table, Mattel’s Barbie brings the doll’s perfect pink life into reality as it gets its own live-action movie, starring Australian actress Margot Robbie and Ryan Gosling as her long-term, long-distance, low-commitment, casual boyfriend Ken.
Before the film was released in theaters, we’d all heard about it, one way or another. It was, and is, everywhere! Screaming pink pantones, and loud pops of ‘Barbie Pink’ everywhere you look—social media, the theaters, the shopping stalls? Either they’re all pinked up, decked in sequins and sparkles, or both!
The months leading up to Barbie’s live-action release have been eventful, to say the least. The amount of hype it received has surpassed the expectations of many.
From actual toys to social media profile picture frames, to furniture, Barbiecore and Barbie fever have obviously made its way around the world; 2023’s midyear releases wouldn’t have been this exciting if Barbie’s promotions had not reached and touched all facets and kinds of audiences and their hearts.
Uncanny enough, the praise for Barbie’s marketing team all started with one shot.
One could argue this is peak cinema, even if the only thing out at that time was the first trailer for the film. What an iconic way to start off.
It’s silly if you think about it. But the production of the film has a really mind-numbing effect on people because of how well thought out it is. Greta Gerwig, the director of the film, along with the cast and producers, has gotten into the nitty gritty details of worldbuilding in the film. That, and the promotion of it all both physically and virtually, have been wonderfully executed.
Here are some of the pretty-in-pink strategies and partnerships Barbie the film had made leading up to its release:
Barbie’s Dreamhouse tour on Architectural Digest
Truly for the art and design girlies. We get a glimpse of what the production of Barbie looks like, in the Architectural Digest tour of the iconic pink Barbie World tour. Who wouldn’t love seeing how the live action brings the made-up rules we universally made up as children to life? We were SEATED.
The Pink Barbie House in Malibu
By popular demand, and as part of Barbie’s marketing campaign, of course, the Barbie Malibu Dreamhouse is open once again! Get a feel of both real-life fun and too-pretty-to-be-true energy in the newly renovated Dreamhouse in all its form and glory.
Meanwhile, In the Philippines…
One thing about us Filipinos is that we love jumping on the hype train, giving twists and adding our touches to them, making the trend even more effective.
And with Barbie? We think it’s rightfully so.
Even malls are turning pink for Barbie! SM Malls get their pink and glitter on for the film.
Brands Barbiefying themselves
Companies such as Miniso dolled up and had to quickly get on their feet to put out a Barbie-themed collection in time for the movie’s release, allowing for the pink phenomenon to live on, transcending from screens to shelves!
Can the Barbie Marketing Team do a masterclass? It’s so fun to see this season of 2023 have such a good rollout. Aside from getting cinemas back on track after years of subscribing to online streaming platforms, the Barbie promo has to be one of the best ones yet in recent years. Bringing back traditional cinema with newer and fresher marketing ideas, featuring a character that has touched the hearts of her audience for generations.
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