Agency: Ogilvy & Mather
Mattel launches UK Barbie campaign this week.
The campaign positions Barbie as a fashion icon with a status to rival Hollywood’s brightest stars, with the first ad seeing the doll walk down the red carpet.
The campaign aims to strengthen and extend girls relationship with Barbie by reaffirming her ‘cool factor’.
Jenny Watson, Senior Marketing Manager at Mattel, explains: “This campaign was designed to communicate Barbie’s appeal and popularity to girls and mums in a new way. The Barbie brand is fashionable and credible but also humorous and playful. The new campaign brings to life all elements of the brand to remind people of Barbie’s status as a fashion icon.”