The cultural phenomenon of Wicked, long adored as a Broadway staple, reached stratospheric heights with the release of its cinematic adaptation earlier this year. The film didn’t just break box office record … it rewrote the rules of brand collaborations.
Over 60 brands, from beauty powerhouses to food giants, have joined forces with Wicked, conjuring a marketing storm that tapped into nostalgia, glamour, and a sense of shared experience.
For brands like R.E.M. Beauty, led by Glinda herself, Ariana Grande, the opportunity to capitalize on Wicked’s allure was a no-brainer. The cosmetics line released tumblers in the film’s iconic colors of pink and green, nodding to Glinda and Elphaba. Predictably, these limited-edition items sold out almost instantly, proving the pull of a well-timed collaboration.
Meanwhile, Crocs took an unconventional but effective route, crafting bold, customizable Wicked-themed designs aimed squarely at Gen Z. The quirky footwear brand succeeded in turning functional comfort into a fashion statement—this time with a little Ozian flair.
On the beauty front, OPI Nails went literal with a glow-in-the-dark polish, enticing fans to “light up like Elphaba” or opt for a Glinda-inspired pastel look. Each product in the line served as a tiny, affordable piece of the Wicked magic, designed to be flaunted on Instagram and TikTok.
Brewing Buzz With Themed Campaigns
Beyond physical products, brands also leveraged Wicked’s storyline and visual aesthetics in their marketing campaigns. Starbucks, for example, created themed beverages like the “Green Elixir Matcha Latte,” complete with Instagrammable whipped cream spirals and collectable tumblers. This fusion of visual delight and brand experience gave fans another reason to embrace Wicked fever.
In the travel sector, Béis by Shay Mitchell launched a chic collection of green and pink luggage, appealing to a fashion-forward audience with wanderlust. These campaigns didn’t just sell products; they transported consumers into the fantastical world of Oz.
The ROI of Wicked-Mania
While these collaborations were undeniably creative, they weren’t just for show. Many brands reported a significant uptick in engagement metrics, from social media impressions to direct sales. For Crocs, user-generated content featuring Wicked-themed designs spiked brand visibility, with TikTok videos racking up millions of views. R.E.M. Beauty saw online queues form within minutes of their launch announcement.
This strategy wasn’t merely about products; it was about creating a deeper connection with consumers. By offering themed items and campaigns, brands turned purchases into keepsakes, giving consumers a chance to feel part of something bigger.
Does movie marketing magic always work?
The idea of movies spurring marketing campaigns isn’t new, but when done right, it transforms cultural moments into commercial opportunities. While today’s campaigns (Barbie, Wicked) are headline-stealing extravaganzas, the groundwork was laid decades ago, particularly with historical films that captured imaginations and opened wallets.
Historical Precedents:
Gladiator (2000): Ridley Scott’s epic spurred interest from various brands seeking to capitalize on its success. Notably, the film’s influence extended into the fashion industry, with designers drawing inspiration from its costumes and themes. While specific brand collaborations were limited, the movie’s impact on popular culture was undeniable.
Titanic (1997): James Cameron’s blockbuster led to partnerships with jewelry brands like Asprey & Garrard, who created replicas of the “Heart of the Ocean” necklace, tapping into the film’s romantic allure.
The Great Gatsby (2013): Baz Luhrmann’s adaptation saw collaborations with brands such as Brooks Brothers and Tiffany & Co., which released clothing lines and jewelry collections inspired by the film’s 1920s aesthetic.
Recent Examples:
Barbie (2023): The film’s marketing campaign included over 165 brand partnerships, ranging from fashion lines to themed experiences, contributing to its massive box office success.
What Makes Movie Tie-Ins Work?
It’s not just about slapping a logo on a product. Successful movie campaigns tap into the emotional connection viewers have with the story. Barbie gave fans a tangible piece of their childhood, while Wicked created moments of magic through nail polish, lattes, and luggage. These partnerships aren’t just marketing—they’re cultural extensions.
The genius lies in timing and relevance. Films with a strong identity (Gladiator‘s grit, Titanic‘s romance, Gatsby‘s decadence) lend themselves to products that feel aspirational. They let people embody the stories they love, whether it’s sipping a Starbucks green elixir or donning a Tiffany bracelet that whispers “Gatsby.” When done well, these campaigns offer an experience.
The Fine Line Between Hype and Overkill
Of course, not every campaign hits the mark. Misaligned collaborations can feel opportunistic or even cringeworthy (remember those random tie-ins with Frozen that seemed to be everywhere?).
But when the tone, audience, and timing align, the results are undeniable. These campaigns show that marketing is about storytelling, and in the best cases, making the consumer part of the story.
Lessons From Oz
So, why did these campaigns resonate so powerfully? The success of Wicked-themed branding lies in its blend of nostalgia and novelty. The original stage musical has a loyal, multigenerational fanbase, and the film’s release brought its story to new audiences.
Brands harnessed this emotional resonance, crafting campaigns that felt like an extension of the Wicked universe rather than a forced commercial tie-in.
“There is this incredible fan base, and there was this incredible opportunity to really extend the film and allow consumers to engage with the brand in a variety of ways, from little girls playing with dolls to boys and girls playing with Lego play sets to teens, tweens and Gen Z going to Starbucks to the adults with our Lexus partnership,” he said.
David O’Connor, President of Franchise Management, Universal
Moreover, the collaborations exemplified the power of storytelling. Whether it was through color palettes, product design, or experiential marketing, each brand told a tale that consumers wanted to be part of.
