Defying expectations: How Wickeds marketing machine set a new standard [Video]

Forget defying gravity—Wicked’s marketing has completely defied expectations, setting a new standard for movie campaigns.

The highly anticipated film adaptation of the beloved Broadway musical has not just created a campaign; it’s a cultural phenomenon, quite literally transforming the world pink and green.

WATCH THE VIDEO ABOVE: Stars of Wicked speak with Sunrise.

The film proves that for astronomical success in Hollywood, it is not just about creating a hit movie but redefining movies to become a brand of their own— infiltrating pop culture, fashion, merchandise, marketing, and social media trends (Has anyone else worked out what ‘Holding space’ means?).

Wicked hit the nail on the head, leaving no corner of pop culture untouched.

From turning Manhattan’s Empire State Building into a luminous beacon of pink and green to Starbucks conjuring up Elphaba-inspired cold brews to the Cynthia Erivo and Ariana Grande-led world press tour—the brand keeps giving people something …