Inside the Marketing Campaign for Wicked

The Wicked campaign taps into partnerships across diverse industries, each appealing to different fan demographics. MAC Cosmetics has created a limited-edition makeup line inspired by Elphaba’s and Glinda’s iconic looks, complete with bold greens and magical pastels. Spotify, on the other hand, is leveraging the film’s soundtrack to engage music lovers with exclusive playlists and sneak peeks of the movie’s songs, keeping fans connected to Wicked’s legendary musical appeal.

For collectors, Wicked-themed Funko Pop figurines featuring Elphaba, Glinda, and other characters will soon hit stores, giving fans of all ages collectible pieces to mark the film's release. Younger fans can also enjoy themed dolls from Mattel and LEGO sets, bringing the charm of Oz into family playtime.

Beyond traditional merchandise, the Wicked team has forged partnerships with luxury brands to reach an older demographic. Travel brand Béis has launched a stylish, Wicked-themed luggage collection in shades of green and pink, letting fans carry the spirit of Wicked with them on their journeys. Lexus also joins the campaign with its “Experience OZmazing” promotion, merging high-end automotive appeal with the world of Wicked.

In one of the most unique tie-ins, Absolut offers an immersive cocktail experience, creating a cocktail kit with drinks inspired by the characters. The “Cocktails Straight from Oz” kit includes a Wicked-themed green martini, allowing fans to bring the enchantment home.

Much like Barbie’s marketing campaign, which successfully infiltrated pop culture with a “Barbiecore” aesthetic, Wicked has also managed to tap into the timeless appeal of its iconic green and pink colours and the contrasting personalities of its two protagonists, Elphaba and Glinda. By leaning into these familiar symbols, the campaign resonates with longtime fans while inviting new audiences to connect with the story. This strategy of “culture-jacking”—tying into a broader cultural phenomenon—adds relevance and excitement to the release, especially as the film drops during the high-consumerism season of Black Friday and Christmas.

While the anticipation for Wicked is already high, the true test will come after the film’s release. Can this excitement be sustained, or will it fade once the premiere is over? With such a broad and immersive marketing strategy, Wicked seems poised to leave a lasting impact. Brands are banking on the film’s enduring legacy and its place as a cultural icon, hoping that this green-hued spell will continue to enchant audiences long after the credits roll.

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