Stepping into Barbie’s heels: is a branded content renaissance coming?

After a summer of movies based on brand properties (not least Mattel’s Barbie and Nike’s Air), can we expect to see more outsize branded content plays?

The Drum spoke to leaders across the industry on what we can expect to see in branded content. Our Director at M&C Saatchi Fabric, Beth Noonan, shares her view.

Beth Noonan, director, M&C Saatchi Fabric: “Hot on the pink heels of Barbie, the movie set a whole new benchmark for cinematic branded content, and it’s only going to rise. With a number of toy franchise movies on the horizon, it’s clear that the success of Barbie is the start of a new era of branded cinema content.

“Barbie changed the game; what its marketing team managed to achieve went far beyond a branded movie. Instead, Barbie became a lifestyle brand for the summer of 23; built from partnership after partnership with brands as far-ranging as beauty, jewelry, fashion and food. The result was that Barbie didn’t just live on our screens, it lived on our streets, our feeds, our shops, and the sides of our buses. It made itself known in every office, conversation and WhatsApp group for weeks.

“So, will the branded movie trend continue? Absolutely. Barbie set the bar high, but brands will keep jumping and we’re excited for the content to come.”

For the full article originally published in The Drum, click here.

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