Barbie, when the release date of this film was announced last year then it was a madman’s decision. To clash against the huge star cast of Christopher Nolan’s Oppenheimer is something people didn’t expect.
Regardless, the tables have turned now. Not only is Barbie looking more prospectus at the box office, the marketing campaign is something out of the world. We have rarely seen a better campaign that is so powerful and impactful.
So let’s see the steps through which Barbie captured the attention of the world.
Barbie Posters
The super iconic poster “Barbie is everything. He’s just Ken” is perhaps the most impactful poster we have seen recently.
Although Barbie is not a cultural icon in India, the super simple poster design was everywhere in Indian memes. There were tonnes of memes and pop culture references being made on the poster.
Also, if you remember the super creative music launch poster then you would know that they could actually and literally make a breaking news through their album.
Barbie Billboards
Barbie is so confident in its marketing and reaches that all they need on their platform is pink and July 21. When Oppenheimer feels the need for promotion then they just release a weird still of Cillian Murphy.
These billboards for #BarbieTheMovie are utterly fabulous! pic.twitter.com/r2mpZB002I
— Sebastian Groebner (@SGroebner) June 27, 2023
The Colour Pink
Pink has been the color of Barbie throughout. So much pink paint was used in the film that it actually caused a scarcity of paint in the world.
That’s why the billboard and everything was pink perfect to the extent that people started associating pink with Barbie in the last few months. Even the logo of Warner Bros India is currently in pink.
Collaborations
PlayStation, Burger King, and many more brands launched pink editions of their products. Burger King even launched pink sauce for their burgers which is just crazy. These brand collaborations greatly helped the film gain buzz.
Free Marketing
Not every marketing strategy needs money. Some things worked out for free, thanks to the immense impact of the overall campaign.
Bollywood actresses and so many global celebrities pose in Barbie pink just like that. They probably didn’t even collaborate with the film but gained their share of the limelight through the Barbie buzz.
E-commerce website Nykaa is offering a Hot Pink Sale during the Barbie release. And you know what Pink means these days.
Oppenheimer
Let’s acknowledge the elephant in the room. Oppenheimer does not have the same buzz as Barbie. It is true for the domestic US market. When Margot Robbie and Greta Gerwig buy tickets for Oppenheimer then they are posing as good people who support cinema.
It happened much much before Cillian Murphy showed up in Barbie.
https://twitter.com/Binged_/status/1674643320667242496?t=djQgnrVvM4BbT1m8SJO87Q&s=19
Media Interactions
When Oppenheimer’s press conferences and premieres are just like any other film, Margot Robbie would actually wear dresses from iconic Barbie dolls.
This started a whole series of non-stop media discourse when Margot’s dress was compared to the original Barbie dresses.
Plus, there are even many more things. Barbie has been an incredible example of path defining campaign. Let’s see which movie tops it.
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