1. Barbie / Mattel | ‘Pink Billboard’ (in-house)
The world was tinted in a hot pink hue in the run-up to the blockbuster Barbie movie, whose promotional campaign was arguably the biggest marketing event of the year. For a while, the doll and her glitzy aura were inescapable thanks to Mattel and Warner Bros.’ savvy marketing teams. There were Barbie-themed fashion collections, luggage lines, food items and roller skates—even her iconic Dreamhouse was listed on Airbnb. But the simplest and perhaps boldest statement was a bright pink billboard with no images or words besides the film release date, July 21. So ubiquitous was the character at that point—and so confident was the movie’s marketing machine—that the color alone was enough to convey a message: It was Barbie’s world, and we were just living in it. —Brittaney Kiefer
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