Mattel's Barbie's latest brand
extension is with Sweet Loren's, the female-founded cookie dough company. The two are nationally debuting a pink heart-shaped, Barbie-inspired cookie dough.
Advisory created the cross-platform campaign "Bake Bold, Dream Big." It's now live on social and will begin running Feb. 3 on CTV. The campaign showcases how the brand has taken the cookie and freed it of the most common allergens: dairy, gluten, eggs.
The creative shows how Barbie turns the impossible into reality, before cutting to Loren Castle, Sweet Loren's founder, who survived cancer in her early 20s. That led to her revamping her diet, with an emphasis on natural foods. In 2012, Castle turned her preference for plant-based and dairy-free baked goods into a successful enterprise.
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The products are available online and in more than 15,000 stores in North America and 600 stores throughout Canada.
Advisory, a performance-marketing agency, has done branding and creative work for clients such as Lobos 1707 Tequila, Jaxxon, Mindright and Truff.
Sales of Mattel's Barbie brand worldwide were more than $1.5 billion in 2023, according to Statista.
The brand's value saw a noticeable uptick following the success of the Barbie movie and is owned by Mattel, co-founded by Ruth Handler, Elliot Handler and Harold Mattson in 1945. Ruth Handler created the Barbie and Ken dolls and was the company's first president.