Becoming Popular: The Marketing Strategy Behind Wicked

Better grab your snacks and hurry back to your seats, because the year-long intermission is almost over. Act II, Wicked: For Good products.

For almost a decade, fans have sung down the yellow brick road, awaiting the completion of this adaptation. In the meantime, the Wicked franchise has grown exponentially, becoming a cultural and commercial powerhouse. Let’s take a look at the marketing strategies behind its success.

What makes Wicked so marketable?

Beyond the sparkling Emerald City, what is it that makes Wicked not just a beloved tale, but a long-lasting cultural phenomenon? From Broadway to the big screen, Wicked’s unique magic and unstoppable marketability stem from a blend of compelling themes.

A big part of Wicked’s success comes from its bold decision to tell a well-known story from a completely new perspective – one that’s raw, beautiful, and fundamentally human. The narrative of unlikely friendship, identity, and defying expectations resonates universally. Wicked taps into the audience’s collective experiences of finding your voice, navigating complex relationships, and recognizing that nothing is simply black and white. Themes that are timeless, emotionally powerful, and relatable hold the perfect recipe for successful marketability.

By fostering a powerful sense of identification and immersion, Wicked taps into individual personalities, driving the demand for products that allow fans to outwardly express their personal connection to the story. Like the Harry Potter franchise offering fans the chance to declare their Hogwarts house and collect house-specific merchandise, Wicked offers audiences a similar identity choice: Are you an Elphaba or a G(a)linda? This choice is a goldmine for lasting marketing opportunities.

These strategies worked wickedly well.

While a film’s ultimate success relies on its story, cast, and director, the Wicked team implemented several masterful PR decisions that helped ensure its status as a box office hit.

Meticulous control of information:

Cynthia Erivo’s 2022 comment in Entertainment Tonight, “I think it’s going to be unlike anything you’ve ever seen before… We’re going to try and put our own spin on what we know already,” was strategically spoken. It piqued curiosity. How could an iconic story be “unlike anything,” and what “spin” could be put on it without sacrificing its essence? This wording and broadness of information kept the audience wondering and engaged.

The power of misdirection:

Director Jon M. Chu’s 2022 announcement on X, “As we prepared the production… it became impossible to wrestle the story of Wicked into a single film without doing some real damage to it,” initially sparked fear. However, this immediate dread was transformed into amplified excitement when he revealed that this meant they were making not just one, but two movies! This abrupt pivot from perceived bad news to the announcement of two films sent the public into a frenzy, doubling their anticipation for the long-awaited adaptation.

Strategic timing:

The choice to split Wicked into two films proved to be a highly insightful marketing tactic. This approach developed a sense of trust and reassurance among the audience by demonstrating a commitment to thoroughly and respectfully telling the original story. Effective strategic timing ensures maximum impact and sustained audience engagement.

On September 12, 2024, just weeks before the premiere of the first Wicked movie, the official social media channels for the film announced that Wicked: For Good would be released on November 21, 2025. This move perfectly capitalized on the audience’s surging excitement for the impending release of Act I, skillfully channeling some of that anticipation toward the following year’s film. This effectively secured a dedicated audience for the second film well in advance.

What can you look forward to in addition to the film’s release?

With the final act, Wicked: For Good, set to be released on November 21, 2025, the pink and green marketing machine is in full swing, with new products, high-profile brand collaborations, and exciting announcements from the cast and crew.

Product drops and collaborations:

• From exclusive home decor by Katie Kime to Stanley x Wicked tumblers and an apparel line, Target has rolled out nearly 200 new Wicked: For Good products.
• Walmart has also launched new exclusives, including dolls, a color-changing Betty Crocker cookie dough pop kit, Febreze air fresheners, an Equate singing toothbrush, and don’t forget your Secret deodorant.
• Swarovski has launched a Wicked collection just in time for not only the upcoming film, but also the holidays.
• PUMA released limited edition sneakers and apparel that put a casual spin on the characters’ looks.

Exciting announcements:

• Early critics are calling Wicked: For Good a “masterpiece,” a “sheer musical greatness,” and a “satisfying conclusion.” Reviews specifically highlight the “epic and heartbreakingly tender” end to the iconic friendship.
• On November 6, the film’s stars, Cynthia Erivo and Ariana Grande, along with co-stars Michelle Yeoh and Jeff Goldblum, led a two-hour musical event titled on NBC, now available on Peacock, which featured electrifying performances, an Emerald City-inspired set, and world premiere clips of the sequel, including the two new original songs.
• There is also a promotional world tour with major stops in Sao Paulo, Paris, Singapore, New York, and London.

Here’s to trusting your instincts.

The success of the Wicked film franchise is a masterclass in modern, sustained marketing strategy. By meticulously controlling the narrative and executing timely reveals, The Wicked team has successfully secured a loyal audience for the final chapter, ensuring the film will defy expectations.

If you’re looking for strategy support for an upcoming launch or simply want to fangirl over Wicked with us, let’s chat today.