The Barbie marketing machine is in full swing, but Germany’s Merck Group is tapping its pink motif to literally highlight its company.
“We love pink!” reads a caption on a recent Instagram post from Merck. “Well, actually, we love Vibrant Magenta as it is one of our beautiful Brand colors. It expresses the spirit of our vibrant company and fits perfectly with the current trend.”
The caption appears under a reel of its Darmstadt, Germany, offices blooming in shades of pink. The clip also shows a piece of art, a worker’s pink nails and pink Merck logos and finishes with the Merck “M” with a background.
“We can’t get enough of it! How about you?” that company asks, adding #barbie and #pink hashtags.
Merck has been opening the door on itself more and more this year, following a trend in pharma that is looking to show the company behind the brands rather than keep the company in the shadows and focus almost entirely on its products.
Just last month, Merck released a behind-the-scenes look at who runs its social media platforms, an uncommon view into the people from the company.