Wicked tries to harness Barbie's marketing magic in the hopes of defying gravity at the box office
ABCWhen Greta Gerwig's Barbie surpassed the $1 billion mark at the global box office, its tireless, unashamedly pink marketing campaign was hailed as a masterclass. Capturing the Zeitgeist Graeme Hughes, a business and consumer expert from Griffith University, says when it comes to Wicked's marketing campaign, "there are a lot of parallels with Barbie". Karen Ferry, an executive creative director and regular panellist on ABC's Gruen, says Wicked's campaign blitz is "probably not as big as Barbie" because "Barbie was definitely the biggest one that we've ever seen". Wicked's costume designer, Paul Tazewell, told Forbes that Burke's costume was the original inspiration for Grande's on-screen wardrobe, saying: "I adopted the same distinguishing pink, which I used throughout the rest of Glinda's colour story." "I believe out of Wicked fans, I think Australia's like the second biggest market," Ms Ferry says.
History of this topic
The Cultural Phenomenon Behind Pink, The Color That Sells
Huff Post
From Barbie to millennial pink, the cultural phenomenon behind the color that sells
Associated Press
Awash in pink, everyone wants a piece of the 'Barbie' movie marketing mania
The Independent
Awash in pink, everyone wants a piece of the ‘Barbie’ movie marketing mania
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