It Just Gets MORE Despicable …

For my Brand Building class at the University of Colorado Boulder, I completed an in-depth analysis of the marketing strategy behind Despicable Me 4 to understand how Universal Pictures and Illumination Entertainment strengthened and sustained the franchise’s global brand.

The project focused on examining movie sale statistics from previous installments to identify performance patterns and key drivers of audience engagement, as well as evaluating the tone, visuals, and messaging used across Despicable Me 4’s digital, social media, and theatrical campaigns.

By analyzing campaign consistency, target audience segmentation, and multi-platform outreach, I explored how the studio balanced brand familiarity with new creative approaches to appeal to families, Gen Z viewers, and nostalgic Millennials.

Working collaboratively with classmates, I synthesized data and industry insights to assess how strategic brand positioning and marketing execution contributed to the film’s continued success and cultural impact.