Green Takes Over: Why Wicked Is the Next Pop Culture Phenomenon after Barbie
Summer 2023 felt like the world was dipped in hot pink, thanks to Barbie’s massive influence. But just as Barbie had her time in the sun, Wicked-the long-anticipated movie adaptation of the iconic Broadway musical-is giving us a whole new color to obsess over. Green is here, and Wicked’s marketing team has clearly studied the Barbie phenomenon and said, “We can match that.”
Wicked has always been a story that connects with people across ages, and the team behind the movie knew exactly how to make sure everyone gets in on the fun. From Ariana Grande’s exclusive makeup line to Wicked-themed Crocs, Stanley tumblers, H&M fashion drops, and Primark’s affordable accessories, they’ve got every angle covered. The beauty of it? Wicked isn’t just playing to the luxury market or the budget-friendly crowd; they’re creating a fan experience that’s everywhere, so anyone who loves the story of Elphaba and Glinda can join in.
The Wicked team could’ve kept things simple, but they’re going for memorable. The campaign taps into pure fan nostalgia, capturing that special magic that makes people feel connected, whether it’s through a pair of shoes, a favorite tumbler, or even Ariana Grande’s own beauty line. Each collaboration feels intentional, like a nod to the fans and their journey with Wicked. It’s smart, relatable, and refreshing-and honestly, it’s how PR should be.
This Wicked marketing blitz is truly one for the books. The campaign hits all the right notes: it’s nostalgic, inclusive, and accessible. By teaming up with brands fans already love, Wicked’s PR team has turned the movie into something more-a movement we all get to be part of. It’s a brilliant reminder that the best PR doesn’t just sell a product; it creates a shared experience.
So, while Barbie may have shown us how powerful a color can be, Wicked is showing us the magic of green. I can't wait to see how its engagement and awareness stack up against Barbie’s numbers once the movie hits theaters.