In anticipation of the next Wicked movie, advertisers have gone crazy with product tie-ins. They have slapped green and pink on almost every product category, hoping that the fans’ obsession with the film will drive sales. You can buy Wicked almost anything: hairbrushes, cereal, cake mixes, and my favorite, Gain detergent — as if that has anything to do with the movie at all.
But one product tie-in makes a lot of sense. Dunkin’ has capitalized on its donut holes, already named Munchkins, to promote both the treats and the movie. They are so “thrillified” to announce it! But even Dunkin’ couldn’t leave a good thing alone, and expanded its Munchkins promotion to include the holes with pink and green sprinkles, and pink or green drinks. I’m not “thrillified” about that, but the Munchkins collaboration was a no-brainer.
Whether it’s a movie, a holiday, a cause, or any other theme, don’t stretch your messaging just to tie in. It can only be wicked good if it makes sense.
Thanks, Meg!
