If you haven’t seen the promos for the highly anticipated movie Wicked, you may have been kidnapped by flying monkeys.
Greg Maguire’s New York Times best-selling novel, turned Tony Award-winning Broadway musical and forthcoming blockbuster film, has captivated audiences for nearly three decades.
As you can imagine, the announcement of this film set off a whirlwind of excitement in the pop culture landscape. The film leads, Ariana Grande and Cynthia Erivo, have already begun press tours months before the release date, even making a special appearance during the 2024 Paris Olympics. The film’s marketing strategy is as bold as the production itself, showcasing not just their talent but also the film’s broader cultural significance.
By teaming up with a variety of well-known brands, the Wicked franchise is effectively expanding its reach, tapping into diverse audiences who might not have previously engaged with the story. This use of partnerships is turning the film into a phenomenon before it even hits theaters
We’ve compiled a few standout partnerships, take a look:
Crocs
Seemingly unrelated to a tale of witches, Crocs launched the “Wicked Elphaba Classic Clog,” complete with Elphaba-themed Gibits to match. These shoes brought a touch of whimsy to their line-up, enticing Wicked fans to pull the trigger on a purchase they may not normally.
Starbucks
What does a mythical city filled with flying monkeys and witches have in common with coffee?
Surprisingly, a lot!
Starbucks has launched Elphaba and Glinda-themed drinks on October 22nd, adding a twist to their fall menu. This partnership invites fans to experience Wicked in a new way, through a cup of coffee.
Stanley
The exploding brand is no stranger to a partnership. Collaborating just this year with Love Shack Fancy to produce a coquette themed Staney cup that seemingly couldn’t stay in-stock. Stanley took this momentum and announced a partnership with Wicked to produce a set of Glinda and Elphaba inspired cups. Both of which immediately sold out, and online bids are now starting out at $104.
Béis
Béis gave a low-key nod to the blockbuster film by releasing a Wicked themed line of their travel bags and accessories. Without making their products overtly branded by the movie, fans of the film can now enjoy the subtleties of the typically neutral Béis, along with the pops of color from Wicked.
And this is just the tip of the iceberg—many more brands have joined forces with Wicked, creating a plethora of Elphaba and Glinda themed items.
So, take a page out of Wicked’s playbook and explore the magic of partnerships. Collaborating with brands that may not seem directly related to yours can open doors to new demographics, helping your message reach a wider audience than ever before. In today’s competitive landscape, partnerships can be the key to elevating your brand and making a lasting impact. Embrace the potential of collaboration, and you might just find your own story reaching new heights.
