Wicked Sister launches new Wicked: For Good ‘Taste the Magic’ campaign via Communicado

Dessert brand Wicked Sister is celebrating its partnership with Universal Pictures’ upcoming release of Wicked: For Good, the electrifying conclusion to the worldwide cinematic phenomenon, only in cinemas November 20, with an extensive integrated campaign from creative agency Communicado.

The centrepiece is the launch of two limited edition desserts inspired by the witches of Oz, feature a magnificent Glinda-inspired Mixed Berry & Marshmallow and an enchanting Elphaba-inspired Pistachio & White Chocolate with packaging by branding and design agency Cupla.

Designed as a full-funnel experience that spans new products, an on-pack competition, above the line BVOD and cinema assets, out-of-home, social, influencer, media relations, digital,  point-of-sale and retailer promotions, Wicked Sister is inviting Wicked fans to Taste the Magic with their wicked tasting desserts. It’s the biggest campaign Wicked Sister has ever undertaken.

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“Our partnership with the film has been really exciting to work through and it’s great to finally launch the campaign,” says Pedro Demartini, Marketing Director of Wicked Sister. “We want to introduce Wicked movie fans to the magic of Wicked Sister, including our wickedly-good, limited edition flavours.”

The limited-edition flavours are the stars of a launch film across TV/BVOD/YouTube and cinemas, featuring footage from the film Wicked: For Good.

“We understood the hype around the upcoming release of Wicked: For Good in cinemas was going to be huge,” says Simon Fleming, Associate Creative Director at Communicado. “Almost as huge as the excitement about the two new limited edition Wicked Sister flavours. So we brought them both together to create a magical world of flavour for movie lovers and dessert fans alike.”

And to keep the magic going in supermarkets, Wicked Sister is also giving Aussies the chance to win 1000s of movie tickets to Wicked: For Good instantly when they purchase any two packs from the Wicked Sister range.

The partnership is being further supported by PR media relations,  influencer collabs and social content, as well as retailer promotions in store. Communicado teamed up with agency Slingshot for media planning, buying and partnerships.

The campaign is live from 20 October. Wicked Sister limited edition flavours are on shelves now, while stocks last. Wicked: For Good only in cinemas November 20.

Fiercely independent, with a ‘can do’ attitude, Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australia’s most loved brands.

Client: Wicked Sister
Marketing Director: Pedro Demartini
Brand Manager: Caitlin Thomas

Creative Agency: Communicado
Managing Director: Kerrie Ryan
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art Director: Simon Fleming
Integrated Strategist: Daniel Hedger
Integrated Client Director: Nicki Cole
Account Manager: Sasha Tonkes
Account Coordinator: Laura Biondo
Head of Content & Social: Anna Barham Kumar
Senior Digital Creative & Social Media Manager: Lydia Burrows
Head of PR and Integration Lead: Fiona Mullen
PR Senior Account Director: Claudia Frederick
PR Senior Account Manager: Angie Darras
PR Senior Account Executive: Aleasha Rafferty

Media Agency: Slingshot
CEO: Simon Rutherford
Managing Director: Jane Waterhouse
Head of Planning: Susan Axford
Business Manager: Heamund Pong
Media Assistant: Annie Greeves

Design agency: Cupla
Co-founder & Strategy Director: Lyndal Kearney
Co-founder & Creative Director: Justine Donaldson