Situation

In 2006, Mattel and GC&A had the idea to create a customized, real-size car for grown-up Barbie fans, and their daughters. It had to be an aspirational, chic vehicle, inspired by the World’s most famous doll.

Strategy

On behalf of Client Mattel, GC&A approached Volkswagen Mexico to explore the possibility to create a special edition Barbie Beetle. VW immediately realized the potential of this co-branding opportunity, and they got to work right away, customizing their popular VW Beatle with selected Barbie colors and decoys. Because of logistic limitations, all parties agreed to produce a limited edition of just 13 vehicles. All fuss would be PR-based, with GC&A in charge. For additional promotion, eight cars were initially exhibited at branches of Palacio de Hierro, Mexico’s leading high-end department stores chain. Afterwards, all 13 vehicles were sold through VW Dealers.

Results

Both lifestyle and automotive media were all over the Barbie Beetle. This project, which cost virtually nothing, generated massive coverage, worldwide, with well over 500 positive notes from every Continent. The story achieved a huge impact not only in the press, but also in blogs and other social media.

Commercially, the VW Barbie Beatle helped boost local Barbie sales: During the exhibition of the vehicles at Palacio de Hierro, Barbie sales went through the roof with an increase of 500% vs. the same period, one year prior.

Also, VW welcomed more customers in their selected dealerships, and offers to purchase Barbie Beatles were pouring in well after all 13 vehicles sold out. Three years later, FIAT and Mattel emulated this initiative in Italy with a Barbie Fiat 500 “Cincuecento”.