Heinz launches a sauce inspired by Barbie

Heinz launches a sauce inspired by Barbie

By Contact Anunciart | Marketing, Trends | 0 comments | April 16, 2024 | 0

Heinz, the brand of tomato sauces and other condiments, is celebrating its 65th anniversary and has taken inspiration from Barbie to create its new product, following the Barbie craze that took off last summer with the release of the film starring Margot Robbie and Ryan Gosling.

The brand began hinting to its followers about the possibility of creating a blend of seasonings that would encapsulate the distinctive essence of Barbie. Given the massive demand for this product, the sauce finally came to life.

"At Mattel, we are thrilled about this collaboration with Heinz, as it celebrates Barbie's iconic status and lasting impact on popular culture. We are delighted to bring the Barbie touch to all kinds of experiences, creating unique and memorable moments," explains Céline Ricaud, head of marketing & digital media at Mattel Iberia.

Barbiecue is the new vegan sauce.

In a press release, Heinz explains that it is a creamy vegan sauce with a smoky barbecue flavor, inspired by Barbie's unique essence and iconic pink color. The product will be available on a limited and exclusive basis at El Corte Inglés, Hipercor, and Supercor starting on April 25.

"We are thrilled to present 'Barbiecue,' a delicious combination that celebrates Barbie's joy and timeless style," saysJulieta B. de Laurentiis, marketing director at Heinz Iberia. "This unique collaboration allows us to bring the magic of Barbie to the tables of millions of homes."

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Heinz indicates that the results are quite good.

The investment for the campaign was €45,000. On social media, it achieved a reach of 12.4 million; in the press, it achieved a reach of over 205 million unique users and an economic valuation of over €400,000.

On the eve of the film's release, Create launched a collection of appliances inspired by the doll, including an electric kettle, wide-slice toaster, sandwich grill, hot plate, blender with portable cup, electric popcorn maker, and milk frother/warmer. These products are available on the manufacturer's website.

To promote these products, a campaign was developed for both social media and the press. To this end, Create designed a strategy that included press activities, product seedingwithinfluencersand journalists, social media, and an in-person event held at the brand'spop-up storeon Gran Vía, a space that was themed for the occasion.

Prior to the launch, an interview was arranged with a financial media outlet that looked at the partnership with Mattel from a corporate perspective. At the same time, a press release was created about this alliance and the collection.

At the same time, Create also launched the product seedingcampaign for the pink collection and revved up Instagram with a series of creative posts based on the campaign images, which served to announce the agreement without yet revealing the product line.

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Strong financial investment and excellent results

The investment for the campaign was €45,000. On social media, it achieved a reach of 12.4 million; in the press, it achieved a reach of over 205 million unique users and an economic valuation of over €400,000.

In addition to paid investment in networks, 17 reel stories were posted on the brand's IG account, 50 pieces of media coverage were obtained with areachof 15.66 million and anad valueequivalentof 131,419.

Afterwards, the campaign continued on Create's profile with a content strategy that combined recipes, product presentations, and other materials, which kept up the momentum in the weeks that followed.

Heinz has undoubtedly hit the nail on the head with this groundbreaking new product. What do you think?