‘Supergirl’ Receives Over $100M Marketing Campaign Before DCU Premiere

DC Studios is fully committed to promoting ‘Supergirl’. As the movie approaches its theatrical debut, Warner Bros. has initiated one of its largest marketing campaigns for a DC film, enlisting over 80 brand partners to support Kara Zor-El’s big-screen introduction.

According to Warner Bros. Global Partnerships, the ‘Supergirl’ campaign has amassed over $100 million in media value through various advertising, retail promotions, digital initiatives, and other marketing efforts. This figure does not account for consumer product sales associated with the film.

The campaign aims to present a fresh version of Supergirl to a broader audience, particularly targeting younger viewers and families. Warner Bros. is emphasizing the character’s adventurous and rebellious traits while forming partnerships that can elevate the movie into a significant cultural event.

Key companies involved include Ulta Beauty, OPI, Joico, Kentucky Fried Chicken, Samsung, American Airlines, Timex, and Milk-Bone. The initiative features both North American and international partners, with 65 of the 80-plus companies operating on a global scale.

Warner Bros. is also re-engaging several companies that previously collaborated with the studio on Superman. Partners like Samsung, American Airlines, Timex, and Milk-Bone are returning after successful ventures with the DC brand.

Dana Nussbaum, Warner Bros. Co-Head of Global Marketing, stated that the studio’s objective is to forge partnerships that benefit both the film and the brands involved.

“We are fortunate to have a number of partners coming back for multiple films because our approach is always rooted in the audience first and foremost – we are committed to not only strengthening the loyalty of brands’ existing customer bases with unique experiences, but also bringing in brand-new customers with bold new stories to really drive business,” Nussbaum remarked.

Julie Moore, Warner Bros. Senior Vice President of Global Brand Partnerships, noted that the studio aims for these collaborations to stand out in a competitive entertainment landscape.

“In a crowded environment, we want our partners to pierce culture and stand out, while driving tickets to Supergirl,” Moore added.

One of the standout partnerships is with Kentucky Fried Chicken, which is launching a significant ‘Supergirl’ campaign featuring collectible items, themed meals, custom sauces, and special drinks. Fans will have the chance to collect keychains showcasing characters like Supergirl, Lobo, Ruthye, and Krypto.

KFC is also introducing themed menu items, including the Supergirl Ultimate Themed Meal and Supergirl Combo Meal, along with the Kryptonian Kooler, a blue beverage inspired by the film’s alien setting.

Another significant collaboration comes from Ulta Beauty, which is aiming to engage younger audiences with a campaign centered on confidence and self-expression. The “Rebel Summer” initiative features Milly Alcock’s Supergirl and encourages fans to embrace their unique styles.

This beauty campaign includes partnerships with brands like Joico, OPI, and Sol de Janeiro. OPI is set to launch Supergirl-themed nail products, while Joico will provide special packaging and gifts for customers.

Samsung is also broadening its DC partnership globally, promoting ‘Supergirl’ across numerous markets, including retail locations, digital platforms, and outdoor advertising. Fans will also have access to Supergirl artwork on Samsung TVs.

American Airlines is taking a unique approach by incorporating the movie into the travel experience. The Supergirl logo will feature on the airline’s flight tracker, and passengers will enjoy themed entertainment and special experiences.

The film’s connection with pets is another crucial aspect of the campaign. Milk-Bone is returning after its Superman partnership with a new Krypto-themed dog treat and will host special events for pets and their owners, continuing DC’s focus on animal-related promotions.

Other brands involved in the campaign include Waymo, Stanley Steemer, Cold Stone, Pinkberry, Gotta Need Milk, and Synergy Kombucha. Each partnership is tailored to different facets of the Supergirl brand, ranging from technology and lifestyle products to food and family experiences.

The scale of this campaign highlights Warner Bros.’ investment in ‘Supergirl’ as a key player in the future of the DC Universe. With a substantial marketing push and numerous companies backing the film, the studio is optimistic that Kara Zor-El will emerge as the next major superhero success story.

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