How Wicked’s Blockbuster Marketing Strategy Launched the ‘Wickedcore’ Revolution

Unless people have been living virtually off the grid, they’ve almost certainly seen “Wicked” movie marketing dominating screens and shelves. Some of the products and design choices have led to the so-called “Wickedcore” style, although the marketing decisions have led to some “Wicked” movie controversies. 

The Enduring Fandom of “Wicked”

Although “Wicked” was nominated for a “Best New Musical” Tony Award in 2004, it ultimately lost to “Avenue Q” — which was once part of the cultural zeitgeist but has not shown the staying power of its fellow nominee. “Wicked” — which opened in October 2003 — became the fourth-longest-running Broadway show in 2023, emphasizing how it has gained loyal fans worldwide. However, even that extensive target audience may not allow the film to escape “Wicked” movie controversies.

Watching the people who line up before the doors open at a “Wicked” performance is an event in itself, with many attendees sporting carefully chosen outfits that pay homage to the characters — plenty of emerald green and light pinks, emphasizing the storyline’s contrast between good and evil. 

People associated Galinda (later known as Glinda) the Good Witch with pink, while her counterpart Elphaba has green skin and longs to see the Wizard in the Emerald City. Notably, “Wicked” chronicles Elphaba’s backstory before she becomes the Wicked Witch of the West. That’s the main villain in “The Wizard of Oz.” Indeed, the “Wicked” story has at least as much style as substance. Now that director Jon Chu has brought the tale to the big screen, a significantly larger target audience can embrace that definitive style.

A Brief Look at “Wicked” Movie Controversies

Even before the film had an opportunity to gain box office momentum, it had its share of “Wicked” movie controversies. 

The Extra-Long “Wicked” Movie Marketing Push

The “Wicked” movie started shooting in December 2022 but didn’t wrap until January 2024. That was partially because of the SAG-AFTRA strike that disrupted normal workdays for many film industry workers. One argument people have against the movie is that it took forever to reach theaters. Relatedly, it has had a longer-than-normal marketing cycle. For example, stars Cynthia Erivo (Elphaba) and Ariana Grande (Glinda) attended the Paris Olympic Games Opening Ceremony. Their character-inspired style is immediately apparent.

Source: https://www.hollywoodreporter.com/lifestyle/style/ariana-grande-cynthia-erivo-wicked-2024-olympics-1235959460/

That extended marketing campaign has caused some people to complain that they are sick of seeing it advertised everywhere. That said, it has arguably concealed some of the less-helpful aspects surrounding the film. Ariana Grande’s affair with her then-married co-star Ethan Slater is a good example.

Backlash Against Fan-Created Art

Another issue emerged when fan-created art inspired by the “Wicked” Broadway poster — seen below in the left pane — annoyed Erivo, who blasted her comments on social media in response.  While commenting on the art, she said. “None of this is funny. None of it is cute. It degrades me. It degrades us.”

Erivo clarified, saying, The original poster is an illustration. I am a real-life human being, who chose to look right down the barrel of the camera to you, the viewer …because, without words, we communicate with our eyes. Our poster is an homage, not an imitation, to edit my face and hide my eyes is to erase me. And that is just deeply hurtful.”

Source: https://www.euronews.com/culture/2024/10/17/cynthia-erivo-criticises-offensive-edit-of-wicked-poster

The fan who made the poster quickly took it down, confirming they hadn’t anticipated the actresses’ reaction. Additionally, Erivo acknowledged that her response to it was over the top. However, this was a clear lesson in how fans can add momentum to “Wicked” movie marketing. Brand professionals should keep it in mind, especially when working on campaigns for things people already love. 

A Packaging Blunder

Most designers know that single typos can have major branding ramifications. Graphic designers are part of a $13 billion industry, and many add their expertise to marketing campaigns. An aspect that has made Wickedcore such a rapidly rising phenomenon is that the film’s merchandise caters to all ages. 

Among the products garnering the most attention is a collection of themed dolls sold by Mattel. Besides choosing Elphaba or Glinda, consumers can select Elphaba’s sister, Nessarose, seen in the center below. 

Source: https://shop.mattel.com/collections/wicked

Although the dolls’ appearance is faithful to the movie and musical, their packages had a website address mistake. Rather than displaying the URL for the official movie website, it directed people to a pornography page with a similar address. Brand representatives quickly apologized, advising parents to throw away the boxes or hide the information. 

Numerous Collaborations Strengthen the Wickedcore Aesthetic

“Wicked” has a widely cited $145 million budget. Even though sources have not clarified how much is for marketing, people have undoubtedly seen more “Wicked” products lately. That’s mainly due to the many brands collaborating with the film. 

People who want to quench their thirst while emphasizing their Wickedcore commitment are in luck. Target sold Stanley cups to coincide with the film’s release, and these products soon caused a stir. Videos shared on social media showed some locations depleted their stock in seconds as fans rushed the shelves.

Source: https://www.today.com/food/news/wicked-stanley-cups-target-rcna176099

Want makeup inspired by the lead characters? No problem! These palettes from r.e.m. beauty fill the need. 

Source: https://rembeauty.com/products/elphaba-makeup-set?variant=42620769206535

And then, just to emphasize how the “Wicked” movie marketing push goes, people who spend at least $75 at the r.e.m. beauty website get free “Wicked” hair claws with their orders. 

The beauty collabs don’t stop there, though. Throughout the “Wicked” movie press tour, Cynthia Erivo has emphasized her Wickedcore nails. That decision has also caused interviewers to pose some annoying questions to her. They typically center on how she handles essential tasks with such long nails. 

Sources: https://www.justjared.com/2024/11/19/cynthia-erivo-explains-how-she-wipes-her-backside-with-her-long-nails-despite-being-annoyed-by-question/ (Image 1) and https://www.wmagazine.com/beauty/cynthia-erivo-wicked-nails-eyebrows-skincare-interview-2024 (Image 2)

Of course, those hoping to mimic her memorable style can do so with a nail polish set from OPI. 

Source: https://www.notino.ie/opi/wicked-nail-lacquer-gift-set-for-nails/

The results won’t be as dramatic as Erivo’s, but the film clearly inspired the hues. 

Even polarizing footwear brand Crocs has highlighted the movie buzz, letting people show their fandom with every step. 

Source: https://www.crocs.com/p/wicked-elphaba-classic-clog/210524.html

Cozy Vs. Glam Wickedcore Items

From the first time Glinda appears during the stage musical, it’s obvious she loves glitz and glamor. Conversely, Elphaba is much more practical with her apparel, appearing to favor comfort over anything else. This differentiation is a crucial plot point, complete with a song sung as Glinda gives Elphaba a makeover. She promises the results will boost popularity. Elphaba is doubtful but complies. 

Many companies participating in the “Wicked” movie marketing push have latched onto that contrast, positioning Elphaba as cozy and Glinda as ultra-glam. A case in point is this Voluspa candle set, perfect for spending a night indoors while listening to the film’s soundtrack.

Source: https://voluspa.com/en-eu/collections/wicked/products/pink-goes-good-with-green-candle-duo-set

There’s also this fuzzy cardigan, dyed in Elphaba’s signature green and sold by Forever 21. 

Source: https://www.forever21.com/us/2001334222.html

The retailer also dials up the glam with this faux leather jacket, featuring the movie’s logo on the back. Is it a coincidence that the model wears green tights? Almost certainly not. 

Source: https://www.forever21.com/us/2001335021.html

Some stores are more subtle about their film collaborations. The product description for this sweater mentions that its seller, Lingua Franca, is an official movie partner. However, the item title does not mention its name, and the design is not blatantly Wickedcore. 

Source: https://linguafranca.nyc/collections/shop-all-wicked/products/moon-and-stars-womens-crewneck

Takeaways From the “Wicked” Movie Marketing Campaign

“Wicked” is one of the few Broadway musicals to capture the attention of those not considering themselves theater enthusiasts. And marketing professionals have — not surprisingly — capitalized on that interest. That strategy has had uneven effects.

Although many people quickly found items to add to their “must-buy” lists, others wished they’d never see another item related to the film. One thing’s for sure, though. The long-lasting and all-encompassing “Wicked” movie marketing campaign has certainly raised awareness. Perhaps that’s enough to get people interested in buying movie tickets. Curiosity may compel them as much as anything else. 

However, now is a good time to shed light on another of the “Wicked” movie controversies. The film is in two parts, with the second arriving in 2025. The first film ends where the musical’s first act does, closing with “To Be Continued” on the screen. However, many people on Reddit and other social media platforms have complained the two-part nature isn’t clear enough from trailers. That means the “Wicked” movie marketing efforts will likely kick into high gear again to excite people about the second part. Those that have happened so far paid off, though. 

Early statistics about presale tickets indicated the film may make $1 billion at the box office. That’s exceedingly rare, especially for movies with a PG rating. Marketers can learn plenty of lessons from the “Wicked” team’s approach, especially if they have their sights set on brand collaborations and complementary products to please an eager fanbase. 

“Wicked” Movie Marketing Sets a Precedent

People may expect to see this level of marketing for a Marvel movie — and the recent “Barbie” film highlighted other possibilities. However, it is unheard of until now for something best known as a Broadway musical to receive such fanfare. Many marketers may not work on such large campaigns themselves, but they can still get inspiration from many of the decisions made for this release. The resultant Wickedcore style shows the efforts resonated.