The ‘Barbie’ Movie: Nostalgia Marketing Done Right

Barbie isn’t just a doll, the toy has a long history and has been part of many people's childhoods. With the recent release of the movie directed by Greta Gerwig starring Margot Robbie in the titular role, many millennials are riding the nostalgia train.

So, how did Warner Bros handle marketing for the film and how did it become the film event of the year? Let’s take a look here.

Building the Hype

For something as iconic as Barbie, one wouldn’t expect any obvious marketing. However, the brand did die down in the mid-2010s, only to have a resurgence in 2023. Just the mere announcement of the movie was enough to stir the public, but Warner Bros did not rely on fame alone.

Nostalgia is a powerful tool to use in a marketing campaign and that's the angle the film’s marketing team took. Barbie 2023 generated unprecedented hype through a meticulously crafted marketing strategy. Leveraging nostalgia marketing, they tapped into the emotional connection of adults who cherished Barbie from their childhoods, while also engaging the younger generation.?

Social media played a pivotal role with collaborations with influencers and celebrities further fueling excitement, and amplifying the buzz across demographics. Not just social media, Warner Bros and Mattel, the manufacturer of Barbie, have invested in partnership deals with many merchants and brands. Some of the more popular campaigns were with Fashion House Prada, Crocs, General Motors and more.

The Barbenheimer Phenomenon

‘Barbie’ and ‘Oppenheimer’ have become possibly the two biggest movies releasing this year, with fans adoringly calling the event ‘Barbenheimer’. It is even said that ‘Barbie’ may help draw in the crowds for ‘Oppenheimer’, as many fans have stated that they would be going for a back-to-back double feature of both films.

Despite having contrasting themes both films will contribute immensely to the pop culture zeitgeist of this era, with both movies having stellar casts and genius directors backing them. Even without the marketing efforts, the fact that both films have the same release date is attracting more fans and attention.?

Sri Lanka Joins the Bandwagon

Many local brands like KYND were shown to take advantage of the movie release. Being a fashion-centric doll, it seemed apt that many clothing brands jumped on the opportunity to release their own Barbie-inspired lines.?

Not just clothing brands, even food-related businesses like ice cream parlour Swirl’d, created their own version of Barbie-themed food items. With the attractive colour palette of Barbie and the appeal for all ages, some cafes and restaurants created interesting food items.

It pays to be aware of upcoming pop culture trends and events as it attracts consumers and helps local businesses thrive as well. In Sri Lanka, the trend of using pop culture events to market products is growing as younger generations are more aware of current events and can quickly catch on to popular trends.