By Crystal Justine
In today’s media landscape, whether a film debuts in theaters or goes straight to streaming, its success is increasingly driven by the power of marketing. With an overwhelming number of movies constantly releasing across a multitude of platforms, traditional marketing strategies just don’t cut it. One highly anticipated film is taking its promotional efforts to a whole new level; WICKED. The award-winning Broadway musical, now adapted for the silver screen, is gearing up for its highly anticipated release on November 22nd, with an all-star cast, and their marketing team is pulling out all the stops to ensure the world takes notice.
Gone are the days of solely relying on television commercials, magazine ads, and billboards in entertainment hubs, like Los Angeles and New York. In the digital media and influencer culture age, marketing has had to evolve, and WICKED is embracing this climate change like no other film this year. While you’ll still see the usual movie ads online and on billboards, WICKED is targeting every demographic globally with creative partnerships and collaborations that are making waves across various industries.
WICKED has infiltrated nearly every corner, from board game lovers to makeup enthusiasts and even everyday coffee drinkers. The movie’s signature green and pink hues are splashed across partnerships with brands like Starbucks, Monopoly, Stanley, LEGO, and Crocs. Barnes & Noble has even dedicated entire sections to the Wicked books and merchandise, featuring themed journals, bookmarks, and more.
Even though the movie hasn’t hit theaters yet, it’s already shaping up to be a major box office contender. The Wicked Broadway show has a massive, loyal fanbase, and with its cross-industry marketing approach, it’s sure to capture the attention of a broader audience. Movie musicals are often a hit or miss, but family-friendly musicals have proven to lean on the side of hits. Look at the success of Wonka, which pulled in over $600 million at the box office last year and is already getting a sequel.
Universal Studios isn’t the only one putting major resources into this film. Its star-studded cast is going above and beyond as well. From glamorous red-carpet appearances to exclusive watch parties, the cast, including Cynthia Erivo and Ariana Grande, have been busy engaging with fans and influencers alike. In late October, the Kardashian family hosted a WICKED-themed watch party, complete with Glinda’s pink bubble balloons and a green carpet fit for a wicked witch. The cast has also been out in full force, with interviews from both the main stars and veteran actors like Jeff Goldblum and Michelle Yeoh, generating buzz across various media outlets.
Part one of WICKED is just the beginning. The second part is slated for release on November 21, 2025, and if the marketing for part one is any indication, the hype for part two is only going to grow. This film is a masterclass in branding with the kind of collaborations that take marketing to a whole new level.
A Look at WICKED Merchandise and Collaborations:
- Starbucks – The coffee giant has launched two WICKED-inspired drinks: Glinda’s Pink Potion (an iced mango dragon fruit refresher with coconut milk and non-dairy strawberry cold foam) and Elphaba’s Cold Brew (classic cold brew with peppermint syrup and non-dairy matcha cold foam). Both drinks are sprinkled with green and pink sugar for that extra touch of magic.
- r.e.m. Beauty – Ariana Grande’s beauty brand has released a WICKED-themed eyeshadow palette, lipstick, eyeliners, and shimmers, letting fans channel their inner witch or fairy.
- Crocs – Known for their comfort, Crocs has introduced WICKED-themed footwear, including the Elphaba Classic Clog in dark green with gold and green jibbitz charms, and the Glinda Siren Clog, a pink platform clog with bubble bottoms and matching jibbitz charms.
- Monopoly – The classic board game has been given a WICKED twist, with Wicked Monopoly featuring golden tokens, munchkin houses, and emerald castles.
- Stanley – Stanley has partnered with WICKED to offer limited edition green Elphaba and pink Glinda tumblers, available in two different sizes.
- Shark – Known for its home cleaning devices, Shark has ventured into the beauty space with a limited edition WICKED x Shark FlexStyle hair wand that lets you curl, wrap, and set your hair in truly magical ways.
- OPI Nails – OPI has created a WICKED-inspired nail collection with 12 unique shades, including Love You So Munchkin and Ga-Linda.
- LEGO – For child fans to adult master builders, LEGO has released a series of WICKED sets, including figurines of Elphaba and Glinda, as well as a towering Emerald City.
With all these exciting collaborations and promotions, it’s clear that WICKED is set to be a cultural phenomenon long before it even hits theaters. If this is just the beginning, we can’t wait to see what’s in store for the full two-part film release coming 2025. What big brand is next on the list for the WICKED campaign?
