‘Supergirl’ Gets Massive $100M+ Marketing Push Ahead of DCU Debut

DC Studios is going all in on Supergirl. Ahead of the movie’s theatrical release, Warner Bros. has launched one of its biggest promotional campaigns ever for a DC film, with more than 80 brand partners helping promote Kara Zor-El’s big-screen debut.

According to information from Warner Bros. Global Partnerships, the Supergirl campaign has generated more than $100 million in media value through advertising, retail promotions, digital campaigns, and other promotional efforts. The number does not even include consumer product sales connected to the movie.

The campaign is designed to introduce the new version of Supergirl to a wider audience, especially younger viewers and families. Warner Bros. is focusing on the character’s more rebellious and adventurous side while creating partnerships that can turn the movie into a bigger cultural event.

Among the major companies involved are Ulta Beauty, OPI, Joico, Kentucky Fried Chicken, Samsung, American Airlines, Timex, and Milk-Bone. The campaign includes both North American and international partners, with 65 of the 80-plus companies operating globally.

Warner Bros. is also bringing back several companies that previously worked with the studio on Superman. Partners like Samsung, American Airlines, Timex, and Milk-Bone are returning after successful collaborations with the DC brand.

Warner Bros. Co-Head of Global Marketing Dana Nussbaum explained that the studio’s goal is to create partnerships that benefit both the movie 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 said.

Julie Moore, Warner Bros. Senior Vice President of Global Brand Partnerships, added that the studio wants these collaborations to stand out in a crowded entertainment market.

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

One of the biggest partnerships comes from Kentucky Fried Chicken. The fast-food company is launching a major Supergirl campaign featuring collectible items, themed meals, custom sauces, and special drinks. Fans can collect keychains featuring characters like Supergirl, Lobo, Ruthye, and Krypto.

KFC is also introducing themed menu items, including the Supergirl Ultimate Themed Meal and Supergirl Combo Meal. The promotion also includes the Kryptonian Kooler, a blue drink inspired by the movie’s alien world.

Another major partnership comes from Ulta Beauty, which is targeting younger audiences with a campaign focused on confidence and self-expression. The “Rebel Summer” campaign features Milly Alcock’s Supergirl and encourages fans to embrace their own style.

The beauty campaign includes collaborations with brands like Joico, OPI, and Sol de Janeiro. OPI is releasing Supergirl-inspired nail products, while Joico is offering special Supergirl-themed packaging and gifts for customers.

Samsung is also expanding its DC partnership worldwide. The company is promoting Supergirl across dozens of markets, including stores, digital platforms, and outdoor advertising. Fans will also be able to access Supergirl artwork on Samsung TVs.

American Airlines is taking a different approach by bringing the movie into the travel experience. The Supergirl logo will appear on the airline’s flight tracker, while passengers will also have access to themed entertainment and special experiences.

The movie’s connection with pets is another major part of the campaign. Milk-Bone is returning after its Superman partnership with a new Krypto-themed dog treat. The company is also hosting special events for pets and owners, continuing DC’s focus on animal-related promotions.

Other brands joining the campaign include Waymo, Stanley Steemer, Cold Stone, Pinkberry, Gotta Need Milk, and Synergy Kombucha. Each partnership is built around different parts of the Supergirl brand, from technology and lifestyle products to food and family experiences.

The size of the campaign shows how much Warner Bros. is investing in Supergirl as part of the future of the DC Universe. With a major marketing push and dozens of companies promoting the film, the studio hopes Kara Zor-El can become the next major superhero success story.

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