2023-07-31 14:46:00
The expression “patriarchy” is used several times in the Warner movie “Barbie”, the third biggest opening in the history of the Brazilian box office, which sold 7 million tickets between July 20 and 28.
Social criticism, treated with humor and irony in the film, has given rise to a “pink feminism”, embraced by several advertisers who closed licensing contracts with Mattel, owner of the famous Barbie doll.
In Brazil, the brand has been engraved on Melissa clogs, Ipanema flip-flops, clothing and accessories from C&A, Renner, and Riachuelo stores, OPI (Wella) nail polish, Condor toothbrush, Luxcel bags, Biscoitê artisan cookies, and even the red Burger King offers a hamburger with pink sauce in a themed store decorated to take advantage of the premiere of the film.
In the opinion of marketers interviewed by Sheet, the exaggerated association with Barbie can have adverse effects. “The code to get on ‘Barbiecore’ is simple, just wear pink,” says Maurício Felício, professor of communication and advertising at ESPM and head of media at Energy BBDO. “But if the advertiser doesn’t use color properly, they will be criticized or ignored by the public,” he warns.
Translated by AZAHARA MARTIN ORTEGA
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