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The truth is, we live in a world where brands are constantly shaping our perception of color - just like we highly anticipate what color Pantone will deem "color of the year."
Josh Goldstine, Warner BrothersPresident of Global Marketing stated that the first "electric" moment of the marketing campaign was at CinemaCon in 2022, when they released a single image of Margot Robbie, as Barbie, laughing in a pink Corvette. But here we were: myself and my reluctant but dedicated husband going to the local theatre at 11:10 am on a Friday. The theatre was about halfway filled with people wearing pink, ready to see the movie. A row of teenage girls in front of me in sequin pink skirts, headbands, and dresses. Two middle-aged women - one with a pink top and the other with her pink handbag in solidarity. Imagine the possibilities with Barbie! There’s a wide range of Barbie dolls, playsets and fashions to explore, from the beautiful Barbie Dreamhouse to the latest Fashionistas. It's extremely clear that the people in the real world are represented by the "reality" of blue, and the "fantasy" world of Barbieland ® is known by its pink.
How to watch ‘Barbie’ on Prime Video
Jocelyn Silver from Vogue describes production designer Sarah Greenwood and set decorator Katie Spencer as blending the worlds of Mattel ®, midcentury Palm Springs, and Old Hollywood to create the pink paradise. The director, Greta Gerwig, dubbed Barbieland ® " authentic artificiality." (There was also zero CGI in its creation or final product.) According to Statistica, Barbie ® sales were stable at 1.275 billion in 2012, dipping slowly to 905.9 million in 2015 and steadily rising again to 1.679 billion in 2021. When I polled my audience to see what they thought of the movie, I mainly got responses from women aged 20-50. Using pink made fans build even more allegiance to the brand. And it stayed top-of-mind because brand partners kept releasing new Barbie ® pink products. The court not once, but twice, sided with MCA records, saying that Mattel ® " cannot show that its use of the color pink has acquired secondary meaning'. Source.
And we're including our mothers, daughters, aunts, nieces, and friends...our fathers, brothers, nephews, and sons might love it too, so we bring them in as well. Mr. Newspaper, an extremely popular color analysis filter creator on TikTok, created multiple Barbie pink filters so users could see which type of Barbie pink looked best on them.Madigan calls Barbie's marketing pink campaign "a masterclass," saying " they absolutely banked on the movie being great...if you're going to do this, just go all out. And that's what they did." She wakes up from her first nightmare, showers in suddenly cold water, and retrieves burnt toast in a new outfit of the day - which is off-white with touches of blue.
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