The ad industry gets in on the ‘Barbie’ craze

From memes to parodies, the industry is feeling Barbiemania.

Astrong Astrong
Jul 22, 2023 - 21:01
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The ad industry gets in on the ‘Barbie’ craze

After weeks of marketing efforts, product partnerships and brand activations, Greta Gerwig’s summer juggernaut “Barbie” has finally hit theaters, and the ad industry is not immune to the fervor.

The buzz around #Barbiemania and #Barbiecore has reached a fever pitch. The movie has racked up more than 100 brand partnerships, and mentions of #Barbie on social media have risen 80% on YouTube and 191% on TikTok since the start of the year, according to social data company Snack Content.