Starbucks wows fans and Ozians with Wicked-themed products

Starbucks has collaborated with Universal Pictures to celebrate the cinematic debut of Wicked.  Wicked, arriving in theatres from 20 November, is the untold story of the Witches of Oz.

The film centres on Elphaba, a young woman, misunderstood because of her unusual green skin, who has yet to discover her true power, and Glinda, a popular young woman, gilded by privilege, who has yet to discover her true heart. Wicked Part Two is scheduled to arrive in theatres on 21 November 2025. 

In a conversation with MARKETING-INTERACTIVE, Samuel Fung, vice president, product and marketing, Starbucks Asia Pacific said the partnership with Universal Pictures to celebrate the new cinematic event, Wicked, exemplifies how Starbucks continues to amplify these moments in new and exciting ways – honouring the beloved musical by capturing the essence of Oz in limited-edition beverages, and an exclusive merchandise collection that add a sprinkle of magical delight to everyday life. 

"Connection has and always will be at the core of the Starbucks experience. We have the privilege to see our partners, customers, and communities connect each day over moments of joy in ways both big and small," he added.

Through this partnership, the film’s themes of connection, belonging and joy come to life through exclusive Starbucks beverages and merchandise. The partnership covers Malaysia, the Philippines, Singapore, Australia and Vietnam. 

Starting on 20 November, Starbucks fans across APAC can experience the magic of the new beverages and merchandise inspired by Oz and its beloved characters and places, including the Emerald City. 

“As Wicked makes its long-awaited big-screen debut, we’re thrilled to be celebrating its enduring legacy of friendship and community, electrifying the senses in ways only Starbucks can,” said Fung.  

“By joining forces with Universal Pictures, we invite customers and Ozians to a magical Third Place where they can connect over this pop culture moment while indulging in Oz-themed beverages and merchandise. Together we’re unlimited – in our potential to create unforgettable experiences that uplift the everyday,” Fung added. 

This campaign speaks to everyone who delights in forging real connections, particularly the millennial Ozians and Starbucks fans who resonate with the lasting themes of joy and friendship that comes from finding a sense of belonging, added Fung. "Timed with the premiere of Wicked, we believe that many will appreciate the magical blend of pink and green, making this the perfect way to unite both fandom and worlds." 
 
As part of the partnership, Starbucks is introducing two new handcrafted beverages inspired by Oz’s iconic duo, Glinda and Elphaba. Starbucks will also be rolling out giftable collection of drinkware, including an assortment of cold cups, tumblers, keychains, and more, glistening in vibrant shades of pink, green and gold.  

To help consumers immerse themselves into the world of Oz, the brand will also introduce prismatic cold cups, glittering tumblers, and glow-in-the-dark finds that sparkle with the magic of Glinda and Elphaba.  

Fans can share the magic with Starbucks Cards and eGifts available in an array of Wicked inspired designs. Available in select Starbucks stores is an Emerald City Card perfect for any Ozian.

Completing the Starbucks experience, the brand has designed an immersive experience where the power of human connection shines through in the iconic storytelling of Wicked. Ahead of the campaign launch, Starbucks drummed up excitement across all our digital and social channels including Facebook and Instagram, according to Fung.

"With gold flourishes and icons acting as Wicked Easter eggs hidden in the structures of frames and archways and cloud textures that allude to the mystery and magic, our social posts tease our partnership with Wicked, stoking anticipation ahead of the reveal."

The campaign has rolled out across multiple Starbucks platforms, including the Starbucks Rewards app, Instagram, TikTok, Facebook and in-store displays, to unite fans and customers together in celebration of Wicked’s arrival in theaters.

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“Blending the enchantment of Wicked with our commitment to meaningful moments of connection, we crafted a unique Starbucks experience that brings this season’s spirit of joy from online to offline.” said Fung.

“Digital teasers with subtle nods to Oz and its characters aim to spark curiosity while seamlessly bridging to the physical world, inviting customers to discover the magic in stores. Vivid pink and green accents, a tribute to the spellbinding duo of Glinda and Elphaba, come to life through handcrafted beverages and exclusive merchandise, and every touchpoint – whether it’s an Instagram post or a visit to our stores – inspire connection and a sense of wonder that only Starbucks and Wicked can deliver," he added.

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