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The Wicked Marketing

I'm sure you've seen the infamous pink and green color-combo that was everywhere a few months ago. However, for those of you who don't know what I'm talking about (which I'd find very hard to believe), I'm talking about the film Wicked!

That's right, the musical film whose ads were everywhere. What made the Wicked so popular was the fact that Universal just collaborated with quite literally everyone. They collaborated with 400+ brands, which surpassed (and reminded people of) the film Barbie back in 2023. The first Wicked trailer was also aired in the Super Bowl, which managed to gain it plenty of viewers!



Some big brands that collaborated with Wicked, would-be Ariana Grande's own beauty brand, R.E.M Beauty, which makes sense due to the fact she stars in the film itself. With its 150 million marketing budget, other epic collabs would be with brands like Crocs, H&M, Forever 21, Starbucks, Stanley, GAP, and more.
Of course, there were also ads posted on billboards, subway trains, and even on the iconic landmark, The Arc de Triomphe, which lit up in pink and green!




Of course, when it comes to competition... was there really any? Wicked was just so intensely popular, that it completely outshined any other movies. In fact, I think I saw more Wicked than anything else! The movie got five nominations, became the sixth highest grossing movie of 2024 (in a month), and is the biggest musical theater adaptation ever.

The marketing approach was very successful and brilliant! Because of the so many collaborations, it sure managed to get the eyes of so many people, which in the end left the film with so much success. I'm surprised I haven't watched it myself, but I sure do plan to. It was also very unique, just the fact it's a musical than a regular movie stands out. The color pink and green was definitely its signature too!





Links: How Wicked’s Marketing Campaign Was Gravity-Defying — Because of Marketing®

'Wicked' Movie Collaborations: Fashion, Makeup & More: Live Updates

Insight of the Day: Inside ‘Wicked’s’ Marketing Blitz: How Universal Courted 400 Brands and Spent Big to Guarantee the Musical Was ‘Everywhere’



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