7th of August 2023
Come on Barbie, let’s go partnering! But, don’t be a Ken in a Barbie World
Whether you’re looking to collaborate with Barbie, or collaborate elsewhere, what can be done to help your brand’s chances at success? Is this type of collaboration even worthwhile for brands, or does it only benefit Barbie?
Barbie: The Movie is one of this year’s biggest films. With the film’s arrival, it seems more and more brands are living in Barbie’s Dreamhouse.
Brands from a huge range of categories are jumping at the opportunity to say, ‘Hi Barbie!’, with brand collaborations from Chatime to Glasshouse, Airbnb and Xbox. However, finding the sweet spot where both brands benefit can be difficult. Whether you’re looking to collaborate with Barbie, or collaborate elsewhere, what can be done to help your brand’s chances at success? Is this type of collaboration even worthwhile for brands, or does it only benefit Barbie?
A reason you might be thinking of partnering with Barbie (or another collaborator) is the potential to be seen by a new audience. However, research from Dr Cathy Nguyen, at the Ehrenberg-Bass Institute suggests this may not be the most effective strategy.
Findings show that the addition of a second brand in advertising does not increase viewer attention. Looking at results by brand users, for ads that contained two brands, users of both brands give greater attention, whereas for users of only one brand, attention is negatively affected.
Read the full article in Mumbrella.
