In my humble musical theatre loving opinion, if there was ever to be a film that could’ve done diddly squat in terms of marketing, yet still sell out screenings on opening weekend, Wicked would be it. However, in true musical style, the marketing for Wicked has been what I can only describe as extra, rivalling the way that Barbie turned the world pink last year. From drinks to board games and the obvious clothing partnerships, there have apparently been over 400 collaborations with brands who have turned green and pink to celebrate the film’s release, and in some instances crowbar their way into the hype.
Below are a few that have caught our eye…
1. The Arc de Triomphe turning pink and green
Whether this really happened or not, or if it was just a stunt, the wildness of the Arc de Triomphe in Paris being lit up in pink and green to advertise a film’s release, certainly created a buzz in the news and on social media.
2. Spellbinding drinks
Inspired by Wicked’s message of inclusivity and friendship to bring people together over cocktails, Vodka brand Absolut, created a Wicked cocktail kit. The kit allows purchasers to create a series of cocktails ‘straight from Oz’.
The drinks didn’t stop there. Robinsons also joined in on the hype with magical, glittery green or pink Elphaba and Glinda themed squash, perfect for younger fans. While the grown-up musical lovers can get their coffee fix with a Wicked twist as Starbucks launched Elphaba's Cold Brew and Glinda's Pink Potion to promote the film’s release.
3. Wicked Crocs
The guilty pleasure of the shoe world and the ultimate collaborator, Crocs were never going to miss the opportunity to work with the biggest film of the year. For just £89.99, you can emulate “The Best Witch of All” with a pair of pink heeled crocs. The “fantabulous platform sole features dimensional bubble detailing that is sure to make you popular.” Way to lean into the whimsy, Crocs.
4. Taking the show on the road with Lexus TX
Some of these collabs might seem unusual and tenuous, but just like Glinda and Elphaba, these collabs show that opposites really can work together for good. One is Toyota’s luxury vehicle division, Lexus. Is this advert of a Lexus TX zooming around interspersed with clips from the movie going to sell more cars? Highly unlikely. But, it puts them in the moment and takes away from ‘just another car advert’ to hold the attention of viewers.
5. Stay Like Wicked Experience at the New York Hilton Midtown
Want to live out life in Oz for real? Okay, maybe not quite an exact reenactment, but you can experience a luxury Wicked-themed stay at the New York Hilton Midtown. Full of little quirks like a rotating bookcase that turns into a bar and a floating hot-air balloon that delivers you breakfast each morning, this is one of the more successful collabs. With limited availability, this would be an unforgettable experience for the ultimate fan.
At this point, if you’re a brand and you haven’t done a Wicked collab, you’re not involved in the conversation. People are talking and these brands are piggybacking off of each other and the movie to be involved in the conversation. Yes, they are a gimmick. No, I’m not going to buy everything Wicked branded, but yes, I might treat myself to an Elphaba Cold Brew on the way to work.
They might not have always got it right – let’s try and forget that unfortunate mishap with the merchandise promoting an adult website, shall we? – but you can’t deny the Wickedly good marketing that his been on display for months leading up to the cinematic release. It definitely wasn’t needed, as the fandom surrounding the musical alone would have been enough to bring audiences to the cinema, but it has been fascinating to witness. Now, the question is, what are they going to do when Part Two comes out?
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