The release of Wicked: For Good, the second chapter of Universal’s hit musical franchise, was backed by a marketing approach quite different from the first film. While the original Wicked blitzed media with pink-and-green ads, Super Bowl spots, and nonstop interviews, its sequel took a more strategic route. Universal reduced its global marketing spend (around $90 million vs. the original $150 million) and avoided repetitive press junkets. Instead, the studio kept Wicked in view all year through smart brand tie-ins and fan events. This lean, less-is-more strategy kept fans excited without exhausting them. ___
Evolving From a Blitz to Strategic Restraint
The first Wicked movie was promoted with near-ubiquity. Universal’s CMO famously promised a campaign “just short of obnoxious,” and the studio engaged some 400 brand partners for a massive blitz. For example, a Starbucks collaboration and a $7 million Super Bowl ad turned the world pink and green. However, going into the sequel Universal dialed back the volume. The studio assumed audiences already knew the story and characters, so it did not try to reintroduce the franchise from scratch. Wicked: For Good instead used more targeted reminders and fan-focused promotions. ___
Maximizing Impact With Fewer Resources
For example, instead of launching Wicked promotions eight months before release, Universal postponed the main ad push until late summer. Audience surveys even showed fans had enjoyed the first film’s heavy publicity. This gave the team confidence to stagger the sequel by one year, capitalizing on leftover goodwill. As a result, Universal could cut the budget by roughly 40% while still keeping Wicked top-of-mind. In fact, USC professor Jason Squire noted that this staggered approach let the studio “ride on past hype instead of starting from zero”.
Creative Campaign Elements
Branded Products and Collaborations
Universal also leaned heavily into everyday tie-ins to boost visibility. For example, Dunkin’ introduced Wicked-themed menu items – a green matcha latte, a pink fruit refresher, and matching pink-and-green glazed donutsnewsweek.com. Other brands went all-in too: American Girl debuted Glinda and Elphaba dolls, and Procter & Gamble released Wicked-themed household products like Swiffer cleaners and Secret deodorant. Even LEGO created special Wicked construction sets for fanspcma.org. These partnerships effectively made Wicked part of everyday routines.
Fan Events and Celebrity Tie-Ins
Rather than a traditional press junket, Universal prioritized fan engagement. For example, Cynthia Erivo and Jonathan Bailey filmed a playful Dunkin’-Oz crossover scene, sipping Wicked-branded drinks on camera. Cast members also held special fan events in cities like São Paulo, London, and New York. These creative moves generated buzz in place of old-fashioned interviews. By meeting fans directly, the studio kept excitement high while avoiding extra media spend. ___
Results and Outlook
So far, analysts expect Wicked: For Good to open as big as or bigger than the first film. Moreover, with few similar musicals slated this fall, the movie has a clear field among female and family audiencesrswebsols.com. In short, trimming the usual marketing fat did not hurt interest. By cutting wasteful promotion and leaning on clever partnerships, Universal kept Wicked top-of-mind. Ultimately, this smart strategy let the film stay relevant with fewer promotions.
