From Broadway to the Big Screen: The Timeless Branding of Wicked

“Wicked” is back! And this time, the Broadway musical isn’t just defying gravity—it’s defying time.

Twenty years after the musical first hit Broadway, the magic of “Wicked” is returning to the screen. Part one of the two-part film adaptation, starring Cynthia Erivo as Elphaba and Ariana Grande as Glinda, premiered last year and was a massive success, sending the world buzzing with emerald-green fever. Now, with “Wicked: For Good” (part two) on the horizon, both longtime fans and new audiences are ready to be swept back to Oz again.

For theater lovers, it’s a nostalgic revival of a beloved story. For new audiences like me—someone who saw the musical for the first time in theaters last year—it’s a chance to experience one of Broadway’s most iconic tales in a fresh, cinematic way. The film was my introduction to the characters and story of “Wicked,” and it immediately made sense why the musical has remained relevant for two decades.

What makes “Wicked” so recognizable isn’t just the music or performances—it’s the entire world it created through branding and storytelling. From the moment Broadway audiences first saw Elphaba’s emerald green skin next to Glinda’s bubblegum pink gowns, the contrasting colors became iconic and synonymous with the musical. Beyond its visuals, “Wicked’s” storytelling and themes of empowerment, individuality and friendship instantly struck a chord with audiences and continue to resonate with people today. Both new and old fans feel emotionally connected to the storyline and its characters, and that connection is what makes “Wicked” timeless.

The story’s return to the big screen proves that “Wicked’s” magic hasn’t faded. Social media is buzzing with excitement, filled with clips, edits and emerald-green and pastel pink outfit inspo. The nostalgia is real: those who fell in love with Elphaba and Glinda years ago are reliving the story they grew up with, while younger fans are discovering it for the first time. That emotional mix, part memory and part discovery, is what’s keeping “Wicked” alive across generations.

It’s not just audiences feeling the magic again; brands are joining in too and capitalizing on the musical’s renewed viral success. For example, Béis released an exclusive pink and green capsule collection of totes, suitcases and toiletry kits inspired by Glinda and Elphaba. Voluspa launched a themed candle line, and Olay rolled out a limited-edition body wash collection inspired by the film. Even Dancing With the Stars recently had “Wicked” Night, featuring performances to fan-favorite songs from the musical. By embracing “Wicked’s” color palette and emotional appeal, brands across industries are tapping into the same nostalgia that has kept fans captivated for 20 years.

“Wicked” is a masterclass in brand longevity. Its success shows how iconic imagery combined with emotional storytelling creates lasting relevance. Nostalgia isn’t just a marketing trick—it’s a strategy used to bridge generations, audiences and experiences. “Wicked’s” ability to evolve while still staying true to its identity prove that some stories, and some brands, never lose their magic. After all, it’s not just Elphaba who knows how to defy gravity—”Wicked’s” brand has been doing it for 20 years.