Tracy Petrucci: Marketing Ideas Into Action: Marketing to Who Exactly?

Thursday, October 27, 2011

Marketing to Who Exactly?

This morning I was watching a show online and a commercial came on.

She's one of my best friends
She believes in me
She has awesome style
She inspires me
Together we can dream big...

It goes on and on. . .  and I thought it must be for a mentoring program, or talking about the importance of role models, or even just a shout out to "mom". But no, all this inspiring is going on by- wait for it-  Barbie.


Now I know Barbie has come a long way since 1959, even sporting tattoos and bright pink wigs in her latest controversial version. Some critics don't like it, but others say things similar to what this New York mother has expressed, "They are capturing a snapshot of pop culture the way it really is. Barbie is not raising my daughter. I am."

But is this mother aware that apparently, Barbie is having more of an affect on her daughter than she might realize? These girls claim Barbie believes in them and inspires them. Either that, or this is the perfect example of "marketing that makes me go hhmmmm".

Scary stuff in my opinion. As a mother of a baby girl, I can say with certainty that although I want to encourage her imagination, I'm pretty sure I don't want her idolizing a plastic doll with a tiny waist and big perky breasts. I normally embrace the way companies grow and change with the times, especially when they utilize ingenious marketing techniques to do so. But this one might be taking it a little too far. Plus, it's so serious. Maybe that's why me and my husband looked at each other and laughed at the closing scene when you see the word Barbie flash on the screen.

Is this commercial trying to convince girls to like Barbie, or parents to like her? I quite frankly, am confused.

Watch the video and see what you think?




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