4 Shocking Ways Overexposure Could Push Barbie to the Brink of Destruction
The iconic, ever-smiling, and forever youthful Barbie has painted the town pinkwith her self-titled movie's recent release. But as we look at the marketing frenzy enveloping the beloved doll's foray onto the big screen, we must ask: despite bringing in money hand of over fist with the boxoffice predictions, has Mattel gone overboard with its marketing, and could this oversaturation ultimately backfire?
Let's take a deep dive into how Barbie's Hollywood extravaganza might just be on the brink of marketing destruction.
-1- Barbiecore: Everywhere, All The Time
If you've been anywhere near a screen or a shopping mall recently, you've probably been hit by a tsunami of pink. Barbiecore, as it's been aptly named, is spreading like wildfire. Brand partnerships have turned from being a smart marketing strategy to, arguably, a chaotic clutter of pink that some feel is on the brink of oversaturation (Cannon, DigiDay). It seems like every brand wants a piece of Barbie, with Gap, Bloomingdales, Burger King (fyi, they just launched a pink burger + sauce + more in Brazil), and Ruggable all jumping onto the Barbie bandwagon (Cannon, DigiDay). But is there such a thing as too much Barbie?
In our quest to generate buzz, are we, as marketers, in danger of turning Barbie from a playful visitor into an overbearing lodger in the consumer's mind?
According to industry insiders, consumers may be approaching Barbie fatigue. Sarah Engel, president of January Digital, suggested that the doll's presence on "every shelf" might be overkill (Cannon, DigiDay). In the race to leverage Barbie's brand recognition and nostalgia, are marketers risking damaging the brand's long-term value by diluting its unique essence?
-2- An Avalanche of Advertising
The marketing plan for the Barbie movie was unlike any other. Instead of following traditional routes, Barbie’s marketers have invaded every possible touchpoint, from television commercials to influencers' posts on social media. The #Barbiehashtag on TikTok has been viewed over 9 billion times, with a 191% increase in mentions over the past year (Cannon, DigiDay).
While the strategy might initially succeed in drumming up interest in the film, the constant barrage of content might result in ad-fatigue.
DEFINITION: Ad fatigue is the diminishing interest and engagement from an audience due to overexposure to repetitive or unvaried advertisements, potentially leading to brand reputation damage.
This effect was evident in the past with the Star Wars franchise. In its heyday, the Star Wars saga flooded the market with a plethora of merchandise and cross-promotions, creating a feeling of overexposure and eventual brand fatigue among fans (Hughes, Forbes). Will Barbie fall into the same trap?
-3- Consumer Disconnect
While Barbie's brand partners range from nostalgic (Did you know Chrissy Teigen and John Legend stayed at the Barbie Airbnb pad?) to left-field choices (Progressive Insurance), the disconnect between some partners and the core Barbie audience could cause consumer confusion (Cannon, DigiDay). This strategy risks the brand's authenticity and can lead to customer disillusionment, as was seen with the ill-fated Star Wars collaborations with brands like CoverGirl and Subway (McMillan, Hollywood Reporter). Interested in more stories of failed partnership? (it's an illness I have too). Here's a fab write up at Urbo.
-4- Stretching the Hype Cycle
The road to the Barbie movie's release has been a decade and a half long, marked by an excruciatingly drawn-out hype cycle (Odell, Back Row). Instead of keeping audiences on tenterhooks, this slow burn might have incited weariness. Past incidents like the overhyped "Batman v Superman: Dawn of Justice" which fell flat at the box office serve as cautionary tales about the dangers of excessively prolonged hype cycles (Mendelson, Forbes).
Ultimately, the Barbie movie's box office fate remains to be seen, though as the predictions roll in from this weekend, it looks very promising. As Eunice Shin of Prophet suggested, the over-saturation of Barbie’s marketing campaign might cause a significant shift in the industry depending on the box office results (Cannon, DigiDay). In an era where consumers are increasingly discerning and resistant to traditional marketing tactics, will the pink tsunami propel Barbie to new heights or push the brand off the edge? Moreover, are the expectations too high with the hype as Vox touched on? Sure, consumers see it, but what if they don't love it?
FAMILY FOCUS GROUP: I loved it. Laughed, cried, pretty sure I will see it again in theaters with friends. My 14yo son saw it and... he can't look at the color pink now without throwing up in his mouth. My husband, refused to see it. 12yo - she's away at summer camp and super excited to see it. I'm nervous she might have hyped it in her head too much.
While I truly have loved watching this marketing campaign and more so, the unlimited budget with execution, I urge marketers to consider the risks of overexposure and engaging too many collab partners. Sure, Barbie might be a cultural icon with an undeniably powerful brand, but even the brightest star can fade under too harsh a spotlight.
And after all, is there such a thing as "too much pink"?
Want more Barbie? Read the complete "Unwrapping Barbie" Article Series by Michelle Hayes Uhlfelder:
Day 1: 10 Plastic Reasons to Love Barbie's Marketers
Day 2: 3 Marketing Tips for Consumer Brands from Barbie
Day 3: 3 PR Lessons to Learn from Barbie's Playbook
Day 4: 5 Key Lessons from Barbie's Social Media
Day 5: How Barbie Takes on AI & How Your Company Can Too
About Michelle Hayes Uhlfelder
A brief introduction to your guide, Michelle Hayes Uhlfelder. She's a seasoned marketing and communications guru with an edge for innovation and two decades of experience shaping narratives for corporate behemoths to non-profits. Currently immersed in a Marketing in AI certification program at Cornell University, Michelle is committed to the transformative potential of AI and dedicated to aiding businesses navigate this changing landscape. Connect with her on LinkedIn to disrupt and thrive in this ever-evolving marketing terrain.