Casting a Marketing Spell: Let's Talk Wicked

Full disclosure: I'm reallllyyy into Wicked. 

The Wicked movie adaptation, one of the most highly anticipated blockbusters of 2024, is set to redefine cinematic marketing campaigns. With Universal Pictures at the helm, the two-part film is backed by an ambitious promotional strategy featuring high-profile brand collaborations designed to captivate audiences of all demographics. Following the footsteps of 2023’s Barbie and its cultural phenomenon, Wicked is leveraging its iconic green-and-pink aesthetic to infiltrate retail, fashion, and entertainment markets.

Here’s a closer look at how Wicked is using partnerships, cultural storytelling, and experiential marketing to ensure its success.

A Magical Marketing Budget

While Universal Pictures has yet to disclose the exact marketing spend for Wicked, industry insiders estimate the budget could range from $50 million to $100 million. This range aligns with campaigns for major blockbusters like Barbie and The Greatest Showman. With its $145 million production budget, Wicked is sparing no expense, offering fans immersive and thematic experiences in the months leading up to its November release.

A Colorful Marketing Movement

Much like Barbiecore brought a pink revolution to pop culture in 2023, Wickedcore is painting the world in shades of green and pink. The campaign's collaborations span beauty, music, retail, and more, creating a dual-hued phenomenon that resonates with both longtime fans of the Broadway show and new audiences.

Five Spellbinding Collaborations

There are a few suuuuper visible collabs happening.

1. MAC Cosmetics

MAC Cosmetics is launching a limited-edition makeup collection inspired by Wicked. The line features bold greens and pastel shades, mirroring the iconic looks of Elphaba and Glinda. From shimmering eyeshadows to dramatic lipsticks, the collaboration offers fans a way to channel their inner witch. MAC's history with movie tie-ins, such as Maleficent and Aladdin, ensures this collection will generate buzz among beauty enthusiasts and musical fans alike.

2. Spotify Soundtrack Integration

Spotify has partnered with Wicked to amplify the film's musical legacy. Exclusive playlists, behind-the-scenes interviews, and sneak peeks of the soundtrack—including reimagined versions of iconic songs like Defying Gravity—are part of the strategy. By targeting both music lovers and theater fans, Spotify ensures the film stays relevant in the months leading up to its premiere.

3. Funko Pop Collectibles

Funko is rolling out a line of Wicked-themed figurines, featuring beloved characters like Elphaba, Glinda, and the Wizard. These collectibles, a favorite among younger audiences and hardcore fans, provide a tangible connection to the film. Funko Pops have become a cultural staple, making this collaboration a savvy move to expand the film’s audience.

4. Starbucks’ Wicked Menu

Starbucks has crafted a themed menu celebrating Wicked. Drinks like the "Green Elixir Matcha Latte" and "Wicked Witch Frappuccino" capitalize on the film's vibrant branding. Alongside these, Starbucks will sell Wicked-themed merchandise, including mugs and tumblers, making the collaboration a global draw. This partnership not only reaches Starbucks' vast customer base but also reinforces Wicked’s pop culture presence.

5. Broadway in Bryant Park

Honoring its Broadway roots, Universal partnered with Broadway in Bryant Park for live public performances of Wicked songs. Featuring stars from past productions, these outdoor events blend the magic of live theater with cinematic promotion, connecting directly with musical theater enthusiasts.

Balancing Accessibility and Luxury

Wicked’s marketing strategy spans from affordable merchandise to high-end collaborations, ensuring broad appeal while maintaining exclusivity. Retailers like Primark offer value-driven collections, including apparel and home decor inspired by Wicked. On the luxury end, fine jewelry brand Muse released $8,800 hoop earrings designed in collaboration with Cynthia Erivo, the film’s lead star.

This blend of accessibility and luxury mirrors the approach seen in Barbie’s marketing campaign. While mass-market items like Happy Meals democratized the brand, collaborations with high-end designers reinforced its aspirational image.

Immersive Experiences

Beyond products, Wicked is embracing experiential marketing. From Wicked-themed Christmas trees at London’s St. Pancras station to playful renamings like "GreenWitch," the campaign transforms everyday spaces into magical moments. These activations invite audiences to step into Wicked’s world, creating memories that go beyond a single movie ticket.

Navigating Consumer Fatigue

With over 400 brand partnerships, some critics have questioned whether Wicked’s omnipresent marketing risks oversaturation. Social media users have expressed mixed reactions, with some embracing the campaign and others lamenting its ubiquity. However, Universal’s strategy balances variety and intentionality—ensuring each collaboration feels unique, whether it’s a sensory experience from LUSH or a collectible from Funko.

The Bigger Picture

Universal’s investment in Wicked reflects Hollywood’s growing trend of blockbuster marketing campaigns. Like Barbie, Wicked is more than a film—it’s a cultural moment. By combining traditional advertising with innovative partnerships, Universal is betting on Wicked’s ability to dominate both the box office and consumer consciousness.

As audiences head out today (November 22) for the release, one thing is clear: Wicked is not just defying gravity—it’s defying expectations.