Universidad Tecnológica de la Zona

Metropolitana del Valle de México

Color psychology.

Teacher:
ANTONIO
HERNÁNDEZ
 Barbie.
Barbie was born with the intention of inspiring girls to be
anything they wanted to be, through a brave, feisty and fearless
personality. In short, she is the living image of a woman with the
ability to choose, this is reflected in her immense amount of
dolls that have different characteristics that can be from a
princess to an astronaut.

Color:
The color is a shade of Mexican
pink that is soft, sweet, young,
feminine and optimistic, which
lasts until today and has even
become an emblem of the brand,
thus transmitting these emotions
to its market, despite this, what
began as a brand that reflected
femininity, had to adapt to new
social representations, as well as
eliminate barriers that they
themselves had raised in terms of
stereotyping of women.

Strategies:
Co-branding
Co-branding can capture the customers of two brands through a single
product, but Gigi Hadid, Tommy Hilfiger and Barbie managed to include the
best of the three brands in one doll.

Technology
The brand does not lag behind in the technological issue, it keeps up to date,
so the manufacturer will offer an interactive Barbie called Hello Barbie
Hologram. Its price has not been announced, but it will be under 300 dollars.

Gender roles
Now, the brand is quietly reversing gender roles in a new campaign
featuring fathers playing Barbie with their girls. The "Dads Playing Barbies"
campaign, created by agency BBDO San Francisco, aired in the U.S. during
the NFL playoffs with a 30-second spot, featuring "Doctor," in which a "typical
man" admits that his Sunday afternoon ritual of watching soccer has now
been transformed by Barbie time.
 Stereotypes
If the brand is criticized for anything, it is that it promotes a female body
that normal women could not have naturally, so the company launched its
curvy edition, including the diversity of complexions of women in the world.

Adaptation.
The color of the color is in line with the change of society's ideals about
women.
Personally concluding
that the color might not match the brand's strategies because it is making
changes according to feminine ideals so the color pink to generalize
women might not be the best choice of the brand.

Strategy that the brand has developed that their

message and the color they have chosen for
their branding.
Gender roles
The brand is quietly reversing gender roles in a new campaign featuring
fathers playing Barbie with their girls. The "Dads Playing Barbies" campaign,
created by agency BBDO San Francisco, aired in the U.S. during the NFL
playoffs with a 30-second spot, featuring "Doctor," in which a "typical man"
admits that his Sunday afternoon ritual of watching soccer has now been
transformed by Barbie time.

This strategy coincides well with the brand and the color since the color
pink should not only be for the female sex but also for the male sex as well as
instigating the famous be what you want to be by girls in the company of
their parents.

https://www.marketing4u.com.mx/wp-content/uploads/2017/05/Dads-Who-Play-Barbie%C2%AE-Barbie.mp4?_=1

FUENTES:

https://www.marketing4u.com.mx/estrategia-de-marketing-barbie/

https://www.merca20.com/estrategias-que-muestran-por-que-barbie-se-ha-mantenido-58-anos-en-el-mercado/