Barbie: pink wave advances over food, subway and companies – 07/20/2023 – Market

The premiere of the Barbie movie this Thursday (20) took the pink wave to unusual corners of the world of consumption and presence on social networks.

In addition to clothes, accessories and decoration items, the doll’s symbol color also reached food, snack bars, buildings and even virtual assistants in retail, official government accounts and public transport.

Part of the pink invasion responds to hundreds of partnerships closed by Mattel, the parent company of the toy line, but it also comes through the spontaneous adoption of colors and terms already associated with the promotion of the film, such as “pink wave”, “barbiecore” and “rosacore”.

In Salvador (BA), the traditional acarajé and student fritters have taken on a pink hue at an establishment in Itapuã.

The pigment did not please everyone – there were those who considered it a disrespect for the tradition of acarajé–, but in her networks, the owner, Adriana Ferreira, Drica, warned that she will continue with the “Barbie campaign” until the 30th of July. This week, the staff working there, as well as the dumplings, are also wearing pink.

In Paraíba, in Campina Grande, a pizzeria included chocolate with strawberry in the recipe for the dough and filling of its sweet pizza. In the promotion of its “pink pizza”, Imperial created a package with the same style as the film’s publicity poster, with the main character, played in the cinema by Margot Robbie, in front of a stylized balloon with a texture that simulates pink glitter.

When searching for the name of the actress Margot Roobie or the Barbie doll in the Google tool, more pink: the browser screen receives small props in the color of the moment and the name of the searcher is also dyed.

Lu, Magazine Luiza’s virtual character, not only wears pink in her avatar on social networks, but also “was” at the premiere of the film at a chain of cinemas. On the networks, the profile of Americanas also adopted the color on Wednesday (19). “Turning on my Barbie side,” she wrote.

In the capital of São Paulo, users of Metro yellow line 4 will be able to board a pink wagon, where the interior decoration will be dedicated to the colors and characters of the film. Line 4 has already carried out other actions of this type, such as promoting the series “Wandinha”, produced by Netflix.

At CPTM (Companhia Paulista de Trens Metropolitanos), pink paint covers the outside of the wagon – the intervention, however, is only digital. “Is it too much to ask for a pink train and pink upholstery??” Asked the company, in an Instagram post.

SPTrans, which manages urban public transport in the capital of São Paulo, also appealed to technology to join the pink wave and applied the color in simulations released on the TikTok network. Also via the social network, the profile of the São Paulo Metro made fun of this week’s long-awaited film premieres: in addition to the pink muse, the film Oppenheimer.

“This week, two very different films are released: a rivalry greater than Palmeiras-Barra Funda and Corinthians-Itaquera!”, wrote the company, on Twitter.

Also diving into the pink wave was the Burger King chain, which set up a Barbieland – a store entirely in the main color of the film, inside and out. The special unit is located at Avenida Juscelino Kubitschek, 1514, Vila Nova Conceição, south of São Paulo, and was inaugurated on Wednesday (19).

In addition to the partnership with Mattel, the snack chain chain’s action also includes Tintas Coral, which released a line of 14 colors responding to Barbie’s palette on the eve of the film’s premiere. In addition to pink variations, there are shades of green, yellow, and purple.

According to The Wall Street Journal, Mattel negotiated partnerships in the 18 months leading up to the film’s release in anticipation of flooding the market with Barbie products.

The manager of Mattel do Brasil, Valeria González, told Sheet that the company, since the release of the trailer and the launch of products inspired by the film, expects great brand recognition through Barbie and film production.

“We want all fans of the brand to enjoy the rosiest day of the year with us, which will be the 20th of July.”