Wickedly Good Marketing: Industry Reacts to Wicked Brand Collaborations
Cinema tickets booked. Original cast recording on repeat, wondering how the star-studded cast of this year’s ‘Wicked’ film adaptation will make Stephen Schwartz' iconic soundtrack their own. What’s next? Ah yes, deciding what movie merchandise to buy - a choice made somewhat complicated by the sheer number of brands that have hopped aboard the train to the Emerald City.
In preparation for the film’s highly anticipated release on the 22nd November, countless brands have bought into the hype by launching their own Wicked-themed collaborations. From beauty brands like OPI and Beekman 102 to Barbie and Stanley, or more out of the box ideas like the renaming of London’s Greenwich University to ‘Greenwitch’, there’s been no shortage of green and pink hued marketing for musical enthusiasts to sink their teeth into.
But just how effective have these collaborations been? Are they a ‘Wicked’ marketing tool or are brands failing to hit the right notes, clamouring to be a part of ‘One Short Day’ in the Emerald City?
That’s the question LBB’s Abi Lightfoot posed to creatives, strategists and musical-lovers alike, with answers from Ogilvy New York, adam&eveDDB New York, VML New York, Goodby Silverstein & Partners and Ericho Communications.
Hannah Lewman, Strategy Director, Ogilvy New York
It looks like Wicked has learned from the success of 2023’s Barbie movie, licensing its iconic IP far and wide to create hype for the film. Most brands are sticking closely to this established playbook with limited-edition green and pink products. But the brands that stand out are the ones that take advantage of something unique to Wicked: its already-iconic characters, songs, and storyline.
Some high notes from the long list of Wicked brand collabs: Target created a TV Spot called ‘That’s My Line’, which features shoppers and employees belting out the fan-favourite end-riff of ‘Defying Gravity’. Google Pixel is running a cinema ad with two animated phones giving a charmingly pitchy rendition of the same song. Pernod Ricard released co-branded cocktail kits, with referential drinks like the ‘Absolut Ozmopolitan’. And Foster Grant created a special line of sunglasses designed for “One Short Day in the Emerald City”. These all feel like collaborations by and for fans.
The brands that stand out in the vast sea of pink-and-green are the ones that are going deeper into the lore of the musical. It takes a good reference, a clever wink, and some thoughtful fanservice to make a Wicked collab truly sing.
Angel Navedo, group communications strategy director, adam&eveDDB New York
The Wicked collaborations are executing the Q4 blockbuster playbook perhaps too perfectly—so much so that some moves feel automatic, as seen with the recent Mattel packaging mishap. Still, Wicked is everywhere your wallet is—which is key in the holiday fight for shelf space. But for a property about defying gravity, most efforts feel surprisingly grounded.
For me, it gets really interesting when this film hits social and takes on a new life: when TikTok turns Elphaba into a transition; when actual fans make Wicked their own. The nimblest brands, the ones who forecast audience engagements, will really get people to sing along with them.
That second wave is when quotes become slang, and when scenes become memes. That’s when everyone is part of the story, and not just experiencing a logo in the credits. For Mattel, misprint packages might become collectibles.
Right now, the work feels nicely nestled into holiday retail, but exists mostly as a logo and pantone. They’ve got a sequel coming, too, though, so the real win for Wicked won’t be in impressions now, but how it stays in the conversation without fatigue for another year.
Wayne Best, Chief Creative Officer, VML New York
It’s a big bet. If Universal delivers a dud, they’ll burn bridges with America’s biggest brands. And the brands who have invested millions will suffer if the movie doesn’t live up to the hype. Although I am sure with a machine like this behind the movie it will do well.
Blockbusters are outrageously expensive to produce these days, and the cost of marketing a movie like this is just as mind-boggling. So, collaborating with brands to get the word out and build excitement does make sense. The Barbie movie has already proved it can work.
I think the bigger question will be who made the most of the collaboration and who tried a little too hard. For retailers like Target, it makes sense to stock the shelves with Wicked merch and use Cynthia Erivo in their ads. But I’m not sure people will be smitten enough with the movie to drop thousands on Sydney Evan’s Wicked inspired jewellery. Nor do I need another themed Monopoly boardgame. I already have Yankeenopoly, New Yorkopoly, and other ‘opolys. Spoiler alert: They are all the same game.
For everyone involved, I hope the movie doesn’t stink. It comes out on November 22nd, a full month before Christmas, so people will have plenty of time to exchange the gifts if the movie isn’t a hit.
The only sure winner? The porn site Wicked.com. I can only imagine how much traffic the movie has accidentally driven to the site. I only hope young fans heed the 18 and over only warning.
Kate Baynham, Creative Director, Goodby Silverstein & Partners (GS&P)
The people who love ‘Wicked’, love it deeply. Fans have immersed themselves in this world for years. So, any brand partnership that has been able to deepen that story, or that love, stands out in the sea of pink and green. Authenticity that helps them stand out as well. Our Comcast Xfinity story started with finding a real tweet from Ariana in 2011. As a result, we were able to share an untold but very true story of the power of technology helping to bring Cynthia and Ariana together and to their roles. And it's a story that anyone can relate to, fan or not, as we’ve all been little kids with big dreams.
Eric Yaverbaum, CEO, Ericho Communications
With movie ticket sales still below pre-pandemic levels, major studios are leaning into expansive brand collaborations and experiential marketing campaigns to get more viewers in theatre seats. That might be why Wicked’s promotional strategy is taking a cue from Barbie and is doing everything it can to land with every possible audience. From a Lexus car commercial to an early screening with the Kardashians to clothes at Target and Marc Jacobs bags, Wicked is putting its money toward whatever tactics could get viewers into theatres.
It’s a smart move that also lends itself to generating buzz on social media as influencers spread the hype and share their hauls with followers. And it may pay off; the film had a $145 million budget and the original musical struck a note with people across generations as one of Broadway’s longest running and most beloved shows. Many people who saw Wicked on or off Broadway with their parents as kids now may want to bring their own children to see it in the theatres. The movie also provides a viewing opportunity for those who might’ve wanted to see the musical but couldn’t. For instance, not everyone lives close to a theatre that’s performing the musical live, and more people can afford a $30 movie ticket than a $100 Broadway ticket. The name of the game for the movie industry is to extend the film experience to as many audiences as possible before viewers even go to theatres—Wicked is doing exactly that and it’ll likely lead to the film defying gravity at the box office.
