Movie partnerships can be risky.
What if the film flops? Is controversial? Can it translate to a unique fan experience?
One partnership destined for enchantment unites two powerhouse brands with dedicated audiences, Starbucks and Wicked. Together, they craft a unique experience that goes beyond coffee and theater, appealing not only to loyal fans but also to those curious about Wicked’s magical world.
This partnership, announced on October 21st, arrived just in time for Halloween.
Inspired by iconic characters Glinda and Elphaba, Starbucks has created themed drinks—Glinda’s Pink Potion and Elphaba’s Cold Brew—that capture the personalities of these beloved figures, complete with the distinct color schemes associated with each. Starbucks is also offering limited-edition tumblers and gift cards adorned with Wicked motifs, transforming the café experience into a mini-Wicked preview that builds excitement for the upcoming movie.
The campaign launched on social media with a teaser post (see it here), creating anticipation before revealing the main poster (view here). A glance at the comments shows fans buzzing with excitement over drinks inspired by Glinda and Elphaba, eager to experience the magic themselves. On TikTok, the enthusiasm has reached new heights, with videos like Payton Wickizer’s (see it here) capturing fans’ delight as they receive their orders, adding to the campaign’s viral momentum. EatingwithShay’s video (see it here) is now approaching a million views, and the comments have turned into a lively discussion where fans dissect both the drinks and the movies.
The timing of this collaboration is intentional, leveraging Halloween’s atmosphere to spark interest among audiences who enjoy a bit of spookiness and magic. With each Starbucks visit, fans are reminded of the Wicked movie’s late November release, reinforcing anticipation for the film with every sip. Beyond the themed products, this partnership uses social media to amplify engagement. TikTok videos featuring the collaboration have generated millions of views, connecting Starbucks’ social presence with Wicked’s dedicated fanbase. By keeping Wicked top-of-mind in pop culture conversations, Starbucks has created a buzz that is anticipated to drive both in-store purchases and ticket sales.
Projections for the Wicked movie’s domestic opening are between $100 million and $125 million. Releasing around Thanksgiving, a prime time for capturing holiday audiences, the film’s debut aligns well with the strong interest generated by Starbucks’ themed drinks and merchandise.
Starbucks and Wicked exemplify how storytelling and strategic brand partnerships can blur the lines between everyday life and fandom, merging the routine with the extraordinary. This collaboration offers fans a way to immerse themselves in the Wicked world, carrying a piece of it with them in their daily lives.
Low risk. High Impact. A marketer’s Hollywood ending!