Does Barbie’s launch Barbiecore: How did Barbie overcome criticism and return to popular acclaim?
From the Oscar-winning director, Barbie brings Greta Gerwig back to mainstream stardom by using the popularly famous Barbie brand to its advantage in a goal that Mattel knows very well how to achieve: to laugh at itself in a critical mea culpa, which revisits past problems in an ironic way, admitting mistakes and exposing them to the public. However, what marketing strategies did Warner use to employ Barbiecore in the minds of Brazilians, who now wear pink for practically everything?
Since it was announced, the Barbie movie has carried popular expectations. Whether because it is the doll that people dreamed of as children, or because of the cheap animations of the 2000s, the brand has a “touch” of childhood and important social issues, which can be positive and negative in equal measure. All of this resulted in a drop in sales of the doll around 2014, forcing Mattel to rethink its strategy. To do so, it was necessary to launch a new collection that would not only change the entire concept of the doll, but also change the negative social weight that Barbie had carried for so many years – whether due to the standard of thinness or color.
The birth of Barbie: from mother to daughter and endless possibilities
The doll was in the mid-1950s, when russia whatsapp number data was a need. For a doll that didn’t imitate a baby, and was by a German doll. Aime at a female audience, Barbie was after the creator’s daughter and the female body as capable of doing and achieving anything it wanted. However, its controversies regarding racial and body representation hit Mattel hard, and the younger generation stopped buying it, given its low representation. However, the brand has always been respected as a representation of feminism in a much more conservative era.
After the doll’s makeover, it’s time to further improve the figures, which have already improved during the pandemic, thanks to games that can be does Barbie’s launch at home. For this reason, the request for a film that doesn’t take itself too seriously but is socially critical came at the right time, given the social weight that Barbie carries and has always carried. And the move was successful, as the numbers prove the acclaim of a film that practically sold itself. More than six months later, there was only one promotional piece, with the rest being the result of popular “word of mouth.”
Barbie and the hit movie that sold itself
Margot Robbie stars in the film after the issue has been resolved Ryan Gosling. Bringing a critical and comedic film at the same time. Tith a Barbie who needs to come to the real world to deal with the social problems that exist in real life. According to data that already exists on the RottenTomatoes website, known as a reference in the film world, critics rated the film with over 90% approval, and the public did the same. Stable and high scores, with acclaim and positive evaluation.
The beginning of the year was with posters of the character as part of the promotional art. So the template was several times in the form of a meme. The strategy involved a simple display, with a customizable template on the official website. After that, with each teaser (which hid the entire story as much as possible), the repercussion was increasingly loud. Barbiecore became a natural pattern, the result of the expectation that created itself. Now, going out in pink is a silent reference to the doll’s brand. Likewise, going out to the movies, also dressed in pink, is almost a confirmation of the film that is on the ticket.
Barbie creates her own branding!
Warner Bros. Brazil’s best-selling pre-sale film in history has does Barbie’s launch to say about branding. Just go out on the streets of São Paulo and look around. The Burger King on Avenida Paulista, the trains and subways in the capital. Everything is cyprus business directory Barbiecore, pink. About six months ago, all that was available of the film was a promotional photo and the strength of the brand that knew, intelligently, how to use the color pink to fix the film’s promotion in the public’s mind. It’s not just the color, but the experience of something that reminds us of childhood and is entertaining, while also raising important questions about gender roles.