All yellow brick roads lead back to “Wicked: For Good.” Ramping up for the film’s release on Nov. 21 has led to a whirlwind of marketing schemes and brand deals. Since part one released almost a year ago, it seems like everyone has had on their rose and green tinted glasses.
According to Buzzfeed.com, the film has already wracked up at least 47 brand deals, ranging from kids’ toys to deodorant – talk about popular. While classic promotion strategies like trailers and interviews with the cast have gone largely underutilized and unrecognized, the anticipation for the film has gotten so high it’s practically defying gravity.
Odd Ozian Goods
For a movie with such stunning costuming and makeup design throughout, it’s no surprise seeing collaborations with brands like R.E.M. Beauty or Essie nail polish, but it only gets more spellbinding from there. For instance, Ariana Grande not only gets to play her dream role, but she also turns a profit producing perfumes called “Elphaba Enchanted” and “Glinda Bubbly Pink.”
These beauty products don’t cause heads to turn, but noses might turn up at other brand deals like Great Value’s color-changing mac ‘n’ cheese or Betty Crocker’s color-changing cake batter. Although the color remains a mystery, let’s hope the flavor stays the same.
Not everything pink and green should be eaten though, as there’s a myriad of cleaning products themed around these witches. Dawn, Swiffer, Cascade and Gain are just some of the most recognizable brands ditching their usual motifs to make way for “Wicked: For Good.”
While there’s plenty of other out-of-the-box products made to promote the sequel, the concept of having such a wide variety in and of itself is what makes this form of advertising so effective.
Marketing Wizardry
Now that you know the scale of this marketing, let’s get into some of the best products that have come from this part two.
Despite the internet discourse, American Girl Doll’s Elphaba and Glinda dolls are just the thing to bring the brand back into vogue. There are some valid critiques, like the “microbraiding” done for Elphaba’s hair, but any little girl would still be thrilled to receive one of these. Mattel’s fashion dolls and LEGO’s “Wicked” sets also provide perfect presents for a younger audience, though there’s something uniquely exciting about the American Girl models.
There are also some chic options for older audiences. Absolut has partnered not only with “Wicked,” but with 11:11 Media Impact to give all proceeds to charity. Nothing like a classy cocktail before a film. If a glass isn’t your kind of crystal, Swarovski has made a beautiful ornament based on Glinda’s wand — perfect for sparkling on a tree without being too obviously from the movie, it’s a luxury item.
What’s Behind the Curtain
Amongst all the pink whipped cream and green singing toothbrushes, one has to wonder about the actual content of the film. However, those who know the musical or original book’s plot know why they’re doing less of this typical promo. Working to keep surprising plot lines secret while still boosting the popularity of the film has proven this marketing team’s minds are working overtime.
What brand collaborations for “Wicked: For Good” have made you excited for the film? Let us know on X @VALLEYMag!
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