What is this feeling? So sudden and new? Does it have a name?

Yes! It’s hype, which is building by the minute in anticipation for Universal’s upcoming cinematic adaptation of Wicked Part One. News broke in July that the beloved musical will hit the big-screen earlier than anticipated (27th November to be exact, so that it aligns with Thanksgiving in the US), only serving to heighten the level of excitement.

There was magic in the air at the Paris Olympics, with Cynthia Erivo stealing the show with her homage to witch Elphaba. Dressed head-to-toe in emerald green, Erivo’s outfit was perfectly complemented by Ariana Grande’s stylish (and unapologetically pink) take on Glinda. But just like the passing of the Olympic torch, the contrasting looks of these singers could signal the end of one era - and the beginning of another.

Barbie’s incredible blockbuster success made vibrant pink the colour of 2023 and there was no shortage of brands lining-up to pay homage to the film and grab fan attention with tickled pink hues. However, Wicked’s arrival may cast a new spell, with green the order of the day. For brands, this presents another chance to be part of a cultural moment that leaves competitors green with envy.

A sentimental brand

Unless you were living under a rock last year, you’ll have experienced Barbie-mania first-hand. More importantly, you’ll have clocked how brands and film-lovers alike jumped at the chance to join in the conversation.

Pink might be so 2023, but these activations can serve as a template for your own Wicked–adjacent marketing. Look at NYX Professional Makeup, which used Barbie’s popular slick, nostalgic looks to inspire a new collection of products featuring a flip-phone mirror compact. Moreover, Boots leveraged it well via a film partnership with its best-selling suncare brand Soltan, using Barbie’s character  - which is synonymous with sun, scenery and convertibles - to encourage families to stay sun-safe in the summer.

Even better, brands don’t need to wait for the film’s release to bring the magic. ‘Barbiecore’ - the aesthetic inspired by the film - took the world by storm before the first trailer even aired. This year, green is already all-the-rage, thanks to Charli XCX’s lime-tastic ‘Brat Summer’, pantone colour 3570 C to be exact, to the point that it’s inspired a rebrand for Kamala Harris’ election campaign.

Wicked might be the deciding factor that kickstarts a green winter. But this movement’s wheels are already in motion - the unapologetic narrative is anchored in empowerment. Brands that encapsulate this within their messaging can explore partnerships to bring this to life with characters - just like Barbie did.

Bring the Emerald City alive

Any avid cinema-goer will tell you that one of the best things about the big screen experience is the escapism it provides.

The cinema is a powerful, engaging environment - one that commands 100% attention from its audience. Settling into your seat, popcorn in hand, you’re immediately transported into a different world.

But it’s not just the film itself that facilitates this. Brands can follow-suit, whether it’s on the cinema screen itself, within the foyer or at a specialist event. What’s more, they don’t have to be a serious affair. The fun you can have is limitless, and it can help to drive consideration and engagement with your brand or product. This was the case for cosmetics brand Rimmel, which partnered with Showcase Cinemas on the opening weekend of Barbie, for a pink themed experiential activation at its site in Bluewater to promote its new Thrill Seeker glassy lip gloss.

Picture the scene: visitors step into the Wizard of Oz’s Chamber, whereby they’re whisked away into a fantasy land where they get to experience the film’s themes (such as good versus evil) play out in real-time. Not only is this just a fun, immersive experience for film fans - such a unique, interactive touchpoint can be the springboard for future brand activations.

Jaguar’s partnership with Damien Chazell’s film Babylon illustrates how to translate this theory into reality. The automotive brand used an array of attractions - including a jazz band, showgirls and dancers - to transport 300 guests at the Everyman Crystal Palace cinema to the film’s 1920s Hollywood setting. Jaguar used this exclusive, glitzy event as an opportunity to showcase its new products - with VIP guests chauffeured in fully-electric I-Pace vehicles.

Jumping on the band-wagon

Musicals have always brought a sense of fun to the cinema. From Mean Girls to Mamma Mia!, the songs keep viewers immersed, sometimes even more-so than the visuals.

Brands can tap into these cultural, musical moments - provided they hit the right notes. At Pearl & Dean, we’ve carefully guarded our famous ‘pah pah pah’ ident. Only when the right opportunity comes along, with a film that has themes and a cast-list aligned to our identity, do we ramp up the creativity for a partnership.

Perhaps the most recent example of this was during the build-up to parody film Sumotherhood. Although audiences were already on the edge of their seats waiting for the film's release, we partnered with Paramount and XIX Vodka to kick things into another gear.

As part of the partnership, Adam Deacon and Jazzie Zonzolo - two of the film’s stars - had the chance to remix our ident in the film’s signature style, all whilst having a vodka drink in his hand. This creative spin provided a taste of the entertainment to come, whilst the behind-the-curtain peek catered to viewers’ growing preference for exclusive content.

Everyone deserves the chance to fly

So whether it’s ‘Brat Summer’ or Wicked, one thing’s for certain - the final chapter of 2024 is team green. And if the original stage version is anything to go by, Wicked promises to be a cinematic delight that has all the hallmarks of a classic, zeitgeist-defining moment. With part two already on the horizon, the history, the songs, the cast - they all add up to a gravity-defying number of opportunities for natural, organic collaborations.

What’s next? Smurf blue? Moana purple? Or the red version of the familiar green Hulk? We’ll let you know.