Heinz is aiming to capitalise on Barbiemania – just weeks after last summer’s blockbuster was released on Prime Video, iTunes, Microsoft Store and DVD, Blu-ray and 4K Ultra HD – by joining forces with Mattel to launch a pink vegan mayo named Barbiecue sauce.
While the movie only secured one Oscar, losing out to Oppenheimer, the sauce has been released to coincide with the 65th anniversary of the Barbie brand. The idea began last summer, with both brands explaining they “worked quickly” to bring the prospect of the product to life.
The studio behind the box office hit previously announced it had contributed more than £80m to the UK economy and created 685 jobs. While it generated more than £95m at the UK box office, the release also helped to shore up the UK advertising industry.
Heinz joins Airbnb, TfL, Pinkberry, Fossil, Forever 21, Gap, Funboy, Aldo, Boohoo, Hot Wheels, Primark, Inkberry frozen yoghurt, NYX cosmetics, Hellmann’s and even glassware, roller skate, candle and plastic-free chewing gum brands which have jumped on board – some official, others slightly more “guerrilla”.
An initial limited run of just 5,000 ‘Barbiecue’ bottles will be available from this week solely online, followed by another limited run at retailers shortly afterwards. Heinz said the smoky sauce included beetroot extract to achieve the pink colour.
Thiago Rapp from Heinz said: “Barbie well and truly won the hearts of Brits all over again last year, and after seeing the reaction this sauce brought to our fans on social media, we knew we had to make it a reality.
“We’re always looking for ways to innovate and give our fans what they want, and we’re thrilled to be able to bring this iconic partnership with Mattel to life.”
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