RBD’s 2023 tour not only marked a triumphant return of the band but also vividly illustrated the timelessness and strength of its brand. On December 19, 2022, the members, with the exception of Alfonso Herrera, adopted an intriguing strategy by staying away from social media, only to later reveal something significant on January 19, 2023.
“The disappearance strategy from RBD’s social media was a brilliant move of suspense and anticipation,” explains Cristiano Oliveira, a branding expert. “This tactic creates a sense of mystery, increasing fan interest and anticipation.”
The band’s ability to create anticipation culminated in special events in various cities, where eager fans were surprised with an emotional three-minute video announcing the long-awaited tour. The peak of this strategy occurred in Mexico, where RBD packed the renowned Foro Sol for six consecutive nights, breaking records and showcasing the strength of their connection with the audience.
Ticket sales, which began in January, were a true phenomenon. In less than a day, the group sold 800,000 tickets for the 26 performances in the USA, Mexico, and Brazil. In Mexico City, RBD surpassed records set by established artists in a single tour, highlighting the effectiveness of their location-centered brand positioning and fan experience.
Cristiano Oliveira emphasizes, “The explosive success in ticket sales for RBD is a testament to their ability to maintain a strong emotional connection with their audience. They don’t just sell music but a shared experience that resonates deeply with fans.”
By February, over 1.5 million tickets were sold, with all 54 tour shows completely sold out. In Brazil, the eight planned shows sold out quickly, with over 450,000 tickets sold, surpassing the numbers from the first tour in 2006.
These results not only prove the fervor of the fans but also highlight RBD’s mastery in positioning their brand in a lasting way. The solid foundation built over the years, combined with timeless elements that resonate with various generations, have turned RBD into a truly iconic brand capable of transcending time.
“Much like icons like Sandy & Junior, RBD embodies timelessness in brand building. The composition of timeless characters, such as the rebel, the heroine, and the hero, ensures that the brand remains relevant in any era,” observes Oliveira. “The identification is not limited to a single generation but crosses generational boundaries.”
The parallel with the recent success of the Barbie movie is evident. The brand has adapted to the digital universe while maintaining visual, verbal, and identity elements but communicating in a contemporary way. The same elements of rebellion and visual identity have been preserved, now presented on digital platforms and modern communication channels.
Cristiano Oliveira concludes: “In summary, both RBD and Barbie are remarkable examples of brands that not only survive the passage of time but thrive by maintaining a consistent narrative and distinctive visual elements. The secret lies in the ability to evolve without losing the essence, resulting in truly timeless and iconic brands.”
