‘Barbie’ is the marketing marvel of the summer

It’s not every day that leaked photos are good for branding. But in the summer of 2022, images from the set of Warner Bros. Pictures’ “Barbie” hit social media and tweeters, TikTokers and tastemakers across all platforms went feral over Margot Robbie and Ryan Gosling sporting pink and platinum blonde. See America's Hottest Brands 20 brands that are trending in 2023 Click here The images, and an endless supply in the months since, became instant memes and the subject of cultural obsession more than a year before the film’s July 21 theatrical debut. @costumekenz which one should i wear to see the new Barbie movie in July?! #sewingtiktok #sewing #crafting #cosplay #costumemaking #costumedesign #barbie #margotrobbie #margotrobbiebarbie #barbietiktok #barbiethemovie ♬ Barbie Girl - Lady Aqua I had to get it out of my system I’m sorry https://t.co/pItNMnyMkE pic.twitter.com/JDzjixuPwB— 🧡💛 Share the Good News! 💛🧡 (@beartnie) May 28, 2023 Perhaps creating a movie out of a cultural icon seems a safe bet in the era of franchises and IP. But the upcoming “Barbie” film has already created a mythos and batch of devotees, including brands, all its own by curating viral moments leading up to its summer release. More: Behind the ‘Barbie’ marketing strategyAlso: ‘Barbie’ has dream brand collabs Barbie and Can pic.twitter.com/iN8Ej1ExWo— AriZona Iced Tea (@DrinkAriZona) April 5, 2023 Buzzy trailer launches, a branded selfie generator, the “Barbie” soundtrack launch and even an Architectural Digest set tour (with over 6 million YouTube views as of writing) have bolstered the film’s long-running hype like bricks in the foundation of a Dreamhouse. The film has also capitalized on the celebrity power surrounding it, from stars Robbie and Gosling to cameo performer and soundtrack contributor Dua Lipa to “Barbie World” singers Nicki Minaj and Ice Spice. One week away 🎀#BarbieWorld 6.23.23#Barbie For the official #BarbieMovie soundtrack 💖 pic.twitter.com/U8wRZTki7l— Nicki Minaj (@NICKIMINAJ) June 16, 2023 “Barbie” also benefits from a roster of partnerships, such as a crossover show “Barbie Dreamhouse Challenge” with HGTV, custom ad creative from insurer Progressive and deep collaborations with Barbie-parent company Mattel. View this post on Instagram A post shared by MATTEL (@mattel) See America's Hottest Brands 20 brands that are trending in 2023 Click here

‘Barbie’ is the marketing marvel of the summer

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