When it comes to cinematic marketing campaigns, few have managed to redefine consumer engagement like Barbie did in 2023. Leveraging the cultural phenomenon of “Barbiecore,” the film brought a pink-hued revolution to retail and pop culture. Now, as Wicked readies for its November release, the adaptation of the Broadway smash hit is poised to rewrite the playbook entirely. More than just a marketing campaign, Wickedcore is emerging as a movement, immersing audiences in a dual-hued world of green and pink that combines retail savvy, cultural storytelling and immersive experiences.
Leading the way in translating Wicked’s magic into fashion is Lola + The Boys, the dynamic children’s clothing brand. Their Wicked collection transforms the fantastical world of Oz into wearable magic. With 25 styles ranging from the Glinda Sequin Ombre Bomber to the Elphaba Sequin Dress, the collection captures the story’s essence, making it accessible for children and parents alike. This collaboration sets the tone for a campaign that prioritises storytelling and emotional engagement over mere branding.
Balancing Accessibility with Immersion
The Wicked campaign thrives on partnerships that bring the story to life in different ways. Primark’s value-engineered collections offer accessible entry points into the Wickedcore movement, including apparel, home décor and accessories for both adults and children. The affordability of these products allows audiences to feel part of the cultural phenomenon without significant financial barriers, reinforcing the film’s universal appeal.
At the other end of the spectrum, LUSH amplifies Wicked’s themes of transformation through sensory immersion. Its standout window displays and in-store theatrics create an enchanting retail experience, turning shopping into a storytelling opportunity. From Elphaba-inspired bath bombs to sparkling body scrubs, every detail reinforces the campaign’s core narrative.
What sets these efforts apart, is their ability to balance reach with resonance. While Primark brings Wicked into millions of homes, LUSH deepens engagement with theatrical, experiential moments. Together, they demonstrate that a successful campaign isn’t about ubiquity but about creating touchpoints that genuinely connect with audiences.
Licensing as a Storytelling Tool
Unlike many film campaigns that merely plaster characters onto merchandise, Wicked excels in using licensing as a tool for storytelling. Universal’s strategy ensures that every product and partnership complements the film’s themes of friendship, transformation, and individuality. This cohesion creates an emotional connection that goes beyond the transactional nature of traditional merchandise.
The campaign succeeds not because of the sheer volume of collaborations, but because of how well each one integrates into the narrative. Lexus, for example, aligns its luxury SUV with Wicked’s themes of adventure and empowerment and so transforms the partnership into a meaningful part of the film’s world.
These examples remind us that successful licensing should enhance a story, not just extend a logo. The goal is to make consumers feel like participants in the narrative, creating products that deepen their connection to the film.
Immersive Experiences and Cultural Integration
Retail as theatre is a growing trend and Wicked has mastered it. Public activations like St Pancras station’s Wicked-themed Christmas tree transform mundane spaces into magical experiences, while the renaming of Greenwich to “GreenWitch” offers a playful nod to the story’s themes. These are not just marketing stunts; they are moments which embed the film into everyday life and invite audiences to engage with the story in surprising ways.
The campaign’s omnipresence is impressive, but it raises a critical question: can too much exposure dilute the magic? With partnerships spanning beauty, fashion, automotive, and nightlife, there is inevitably a risk of over-saturation. When a campaign is everywhere, does it risk becoming just part of the background?
The answer lies in balance. While Wicked has achieved omnipresence, each activation feels distinct and intentional. LUSH’s sensory immersion is worlds apart from Primark’s value offering; Lexus appeals to an entirely different audience than Lola + The Boys. This variety ensures that the campaign remains fresh, relevant and exciting.
The Lessons for Future Campaigns
The true magic of the Wicked campaign lies in its depth. It is a campaign which reaches beyond selling tickets or merchandise; it seeks to create a cultural phenomenon. The campaign works because it leans into the story’s core themes, crafting partnerships and activations that feel meaningful and engaging.The challenge for future campaigns is not to replicate Wicked’s scale or aesthetic, but to embrace its commitment to storytelling. Films need to move beyond printing approved images onto T-shirts and instead focus on crafting immersive experiences that draw audiences into the narrative. This might mean fewer, but more impactful, collaborations which highlight quality over quantity in order to ensure that every touchpoint enhances the overall story.
Marketing a film is no longer just about visibility. It’s about creating moments that resonate, products that matter and campaigns that feel alive. With Wicked, Universal has proved that when marketing defies the rulebook, it can create something truly unforgettable.
Read the full article here
