Advertiser: MattelAgency: BBDO San FranciscoCountry: France, Germany, Mexico, South Africa, United Kingdom, USA
Objectives
For much of her 58 years, Barbie was an un-missable icon, and category leader, with over a billion dolls sold. But in recent years, the brand had lost its way. Brand equity was at an all time low, with studies showing that all mom saw in Barbie was a skinny, materialistic blonde doll with a boyfriend. What’s more, the media only reinforced moms’ perception of Barbie as a poor role model for their daughters.
As a result, Barbie hit rough times....