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Barbie newest marketing action transform girls in professionals

Por: Adsoftheworld. 13 de Outubro de 2015

Empowering, isn't the first word that comes to mind when you think of Barbie. That's especially been the case over the past decade, as consumers have voiced problems with the brand's representation of women. But Mattel is looking to change that in its first campaign from BBDO.

The two-minute spot below is the beginning of an "ongoing brand evolution that is designed to encourage parents to reappraise the role Barbie can play in [a] child's life," Evelyn Mazzocco, global svp and general manager of Barbie, tells in interview.

Photo: Disclosure.

"We want to remind the world what Barbie stands for. Founded by a female entrepreneur and mother in 1959, the Barbie brand has always represented the fact that women have choices," said Mazzocco. "This ongoing initiative is designed to remind today's parents that through the power of imagination, Barbie allows girls to explore their limitless potential."

The new spot communicates that in a fun, clever, uplifting way, by showing little girls acting as teachers and doctors and businesswomen in real-world environments. The girls are so excited, and you're excited for them. And the delightful narrative works well, leading to a surprise ending.

At that point, the viewer learns it's a Barbie marketing action. (BBDO San Francisco led the creative on this, in conjunction with BBDO New York.) And while the setup and payoff could work for any brand that tries to empower young girls, not just Barbie, it does makes sense for the brand in the larger picture.

While Barbie does have more competition than ever, Monster's High and American Girl have only gotten more popular, its real enemy doesn't seem to be other brands. Instead, the enemy is the perception of Barbie herself. So, job one is getting parents to re-evaluate how they see her.