Barbie is launching a new advertising campaign to change public perceptions and boost sales. The campaign will promote Barbie's new more diverse and inclusive line of dolls that come in different body types, skin tones, hairstyles and features. The goal is to encourage children of all backgrounds that they can be anything. Deliverables for the campaign include a newspaper ad, billboard, and creative justification statement. The schedule outlines drafting, reviewing, and finalizing creative assets with the first deliverables due in early November and billboards going up by late November.

1. Christen McAllister
Term Portfolio
MKT 490
2016

2. Find a doll that speaks to you
www.barbie.com
Sales Package Brief:
Newspaper Ad for Barbie’s new look.
Audience:
Children as well as adults, parents, family members.
Goal: To change perspective on Barbie. Encourage kids that they can be anything they
want despite shape, size, appearance. Barbie is now relatable to every child.
You can do and be anything
I love your look!

3. Sales Package Brief:
Magazine Ad for Barbie’s new look.
Audience:
Children as well as adults, parents,
family members.
Goal: To encourage kids of all sizes
and shape that they too can dream
and use their imagination to be who-
ever they want to be. Show young
children that Barbie dolls can be
different and resemble children of all
cultures, backgrounds, ethnicities.
w w w . b a r b i e . c o m
Imagination comes in all shapes and sizes
You can do and be anything

4. Road to Revolution
Sales Package Brief:
Billboard Ad for Barbie’s new look.
Audience:
Children as well as adults, parents, family members.
Goal: To encourage kids of all sizes and shape that they too can dream and use their imagi-
nation to be whoever they want to be. Show young children that Barbie dolls can be different
and resemble children of all cultures, backgrounds, ethnicities. Barbie is on a road to revolu-
tion, and this billboard is representing the change in Barbie’s image to fit the appearnace of
kids all over the world.

5. CREATIVE BRIEF Project Name: Barbie Evolution
Contact person Christen McAllister and Skylar Herman
Contact details Email: cmmcal03@louisville.ed
Tel: 502-422-2845
Email: slherm01@louisville.edu
Tel: 502-649-9674
Budget
(The amount set aside for the
project, any funding account
number and any constraints)
$1 Million
Project Overview
(Project information, summary of
how the activity has come about;
whether it’s as a result of local
decisions, research findings, new
initiatives or the promotions of
core business products and
services of your school, preschool
or children’s centre.)
Barbie has created controversial topics regarding whether or not they influence children in a positive
manor. Mattel is looking to develop an advertising campaign to change the customer’s viewpoints in
hopes of sparking a more positive image as well as an increase in self-esteem. Due to these negative
connotations with Barbie, not only our brand image, but also sales have decreased as well.
Objectives
(Your goals, measurable objectives,
and outcomes)
To promote and advertise the new Barbie branding that has developed. Overall our goal is to give
Barbie a makeover and change the perspective of buyers in hopes of having a positive outcome.
Branding guidelines
Any existing branding restrictions
Must include: Logo, Barbie colors (pink/purple/light blue), slogan: “You can do and be anything”,
company website. Use the variety of Barbie’s rather than only the original, iconic Barbie.
Personality: Fun, uplifting, creative, innovative, self-empowering
Deliverables
(Copy, design, printed materials,
banners, brochures, display
advertisements, etc.
Outline who does what:
Supplied copy in finished form?
Stock or existing photography?
Illustration details
Define the project and how it helps
achieve strategic goals.
Include specific details of end use –
ie printing 5,000 A4 fliers for
letterbox distribution.)
Deliverables:
Newspaper ad (Half page 10” x 6.75”)
Billboard
Creative Justification statement
Jobs Needed: photographer, graphic designer, printer, financial executive, creative team,
spokesperson, marketing executive,
Newspaper Specs:
Full Page
Color
Trim size = 8″ x 10 1/2″ (all ad specifications are in inches)
File Formats: PDFX-1A
Resolution: 300 dpi (dots per inch)
Billboard Specs:
Size: 14 x 48 – 672 square feet
Color
Target audience
(Who are the primary audience,
secondary audience and
stakeholders?)
Primary Audience: Children ages 2+, mainly female
Secondary Audience: Parents of children, medium-high income, educated, mother or father
Stakeholders: Mattel, anyone who purchases Barbie (other manufacturers, companies, distributors,
customers, etc.)

6. CREATIVE BRIEF Project Name: Barbie Evolution
Tone
(What style do you re uire –
informal, warm, humorous, direct
or functional?)
Style should be warm and inviting with a fun, inspirational, and motivational outlook. id-
friendly and should be directed towards all types of kids and adults.
essaging
(The single most important
message you want the target
market to take from the activity –
the one sentence that summarises
your uni ue selling point. What are
the features, benefits and value,
prioritise the top 5 features and/or
facts about the program/service
and its value to the target
audience?)
Barbie’s product line should promote children of all shapes, si es, and ethnicities to be more
confident, believe in themselves, and to know that they can be or do anything they want.
Top 5 features include: 4 body types, 7 skin tones, 24 hairstyles, 22 eye-colors, and a new
variety of outfits that appeal to each type of customer.
Value: When Barbie was first brought to the public in 1959, she was a skinny, pale, tall, beautiful
doll with just brunette and blonde styles of hair. Now, 57 years later, we have decided to change
this iconic toy into a more diverse, relatable figure for children of all ages, si es, shapes, and
styles. Overall, this is just the beginning for Barbie Evolution – the value is to provide an
empowering and imaginative mindset for our customers.
upport in or ation
(List in order of priority other
information that should be
included in the communication.)
Most important aspect is to communicate the message of “you can be and do anything that you
want” and that Barbie is a positive and achievable role model, rather than just a “fashion icon.”
andator inclusions
(Logos and legal disclaimer)
Must include: Logo, Barbie colors (pink/purple/light blue), slogan: “You can do and be anything”,
company website
c edule
(An indication of the timetable for
the project from the time of the
initial re uest to the completion of
the project.
All critical dates should be included.
Specify any time constraints or
critical deadlines for the project ie
departmental and government
approval processes.
To ensure your activity is effective
allow sufficient time for
production.)
Initial Date Received: October 12, 2016 @ 10:00am
Verify Material/Understand Concept/Ask uestions: October 17, 2016 @ 10:00 am
First Draft: November 1, 2016 @ 2:00 pm
Review Draft/Return with Notes: November 4
th
, 2016 1@ 0:00 am
Second Draft: November 11, 2016 @ 2:00 pm
Review Draft/Return with Notes: November 14, 2016 @ 10:00 am
Final Draft: November 16, 2016 @ 2:00 pm
Printing Newspaper Ad: November 20, 2016
Creative ustification Statement: November 23, 2016
Billboard Display: November 25, 2016

7. Christen McAllister
Term Portfolio
MKT 490
2016