adam&eveDDB New York’s Group Communications Strategy Director Angel Navedo is featured in a Little Black Book round-up featuring those in the advertising industry and their respective thoughts on the notable and multitude of ‘Wicked’-related brand collaborations.

In preparation for the film’s highly anticipated release, countless brands, across beauty and CPG, have bought into the hype by launching their own Wicked-themed collaborations. Still, the question is how effective have these Wicked-themed marketing tactics been?

Angel notes: “The Wicked collaborations are executing the Q4 blockbuster playbook perhaps too perfectly—so much so that some moves feel automatic, as seen with the recent Mattel packaging mishap. Still, Wicked is everywhere your wallet is—which is key in the holiday fight for shelf space. But for a property about defying gravity, most efforts feel surprisingly grounded. For me, it gets really interesting when this film hits social and takes on a new life: when TikTok turns Elphaba into a transition; when actual fans make Wicked their own. The nimblest brands, the ones who forecast audience engagements, will really get people to sing along with them.”

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