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Barbie. New direction. New product?

Barbie. New direction. New product?

This relaunch ad from Barbie is amazing. It absolutely rides the wave of female empowerment that “Like a Girl” kicked off last year. The idea, tone, casting, and execution are pitch-perfect. (And with sales down 14% in 2014 alone, probably long-overdue.)

The only question is, can the product live up to it? Barbie has spent over 50 years promoting one version of girlhood to girls – one that’s largely based on shallow ideals of looks and fashion, unattainable body shape and limiting female stereotypes. The product’s attempts to challenge these stereotypes have tended to fall flat on their faces.

So, the ads are great. Now, what about the product?

I’m creative partner of the UK’s GOOD Agency. We build belief in brands, businesses and causes, because people do more with brands they believe in. Read more.
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