Playtime

Happy Friday,

Did you like Barbie? 

My friend Ceren predicted it would win the box office by looking into showtime searches! She was right; the biggest US opening weekend for a female director and won against Oppenheimer. 

Collabs are everywhere

Aside from the obvious marketing momentum and sales revenue from launching one, it also delivers on other levels:

- Stronger by association | Both brands win with the halo effect they co-create 

- Borrowing equity | Unlocking a new experience" that it couldn't offer on its own.

- Boost engagement | Offering new content that will delight your loyal customers

- Making new friends | Reaching new potential customers through cross-promotions

Here are a few more Barbie collaborations that caught my attention this week.

- Heineken, yes Heineken! with its Ken billboard, truth be told, it's faux but so on point, I wish they did.

- Dubai also had some pretty cool 3D billboard execution. 

- Crocs, HGTV Duolingo and Bumble also came to play. 

- Flo from Progressive was waiting for a secret client. 

- Google pinkified its search bar for anything related to it.

- And Gap went further and just hired the Barbie comeback architect as its new CEO to fix its brand. 

It's playtime for brands

Ooh, oh, ooh, oh

See you next week.