La vie en rose

Happy Friday

How was your week?

Are you ready? Do you have your tickets? Is your outfit ready? Is it pink? 

You should since we are about to experience the rebrand of all rebrands. 

Actually, it's been a Barbie world for a while now, and we're just living in it.

This moment represents the crescendo of a years-long turnaround effort to rehabilitate the Barbie name, which had fallen out of favour with consumers, perceived as outdated, and at odds with feminist values and female empowerment. 

First, a movie made by a feminist filmmaker whose characters are curious, transgressive and rebel against their restrictive circumstances, Greta Gerwig is the epicentre of the mother of all 360 brand activation ever seen.  

The rules of the game remain simple : 

1. Let the data guide you

2. Meet consumers where they are

3. Go outside of your comfort zone

4. But don't forget what you're best known for

And instead of relying on traditional ads, they constructed real-life experiences for fans to step into the Barbie universe physically. 

Digital meets Physical: An Xbox-themed Barbie console, a Barbie DreamHouse you can rent, all blurring the lines between movie marketing and experiential lifestyle branding.

Collaborations: Hundreds of brands came to play Gap, Zara, Pinkberry, Burger King, NYX Barbie makeup line, Moon, Forever 21, to ALDO Group, revealing Barbie-themed shoes and bags. 

Music: Featuring stars like Dua Lipa, Nicki Minaj & Ice spice, and Lizzo, a soundtrack made to resonate with a diverse fanbase, produced by Mark Ronson

The Dolls: At the end of the day, the Barbie brand is nothing without its dolls. With a new universe to promote, Mattel has released a line of Barbie The Movie dolls featuring dolls, outfits, toy cars, and a replica of the Barbie Dreamhouse from the movie.

As Edith Piaf says best, Je vois la vie en rose

See you next week.