Wicked Sister x Wicked: For Good
To celebrate the release of Wicked: For Good in November 2025, Wicked Sister released two limited edition desserts - Elphaba-inspired Pistachio & White Chocolate and Glinda-inspired Mixed Berry & Marshmallow - as part of an exclusive promotional partnership with Universal Studios.
The ‘Taste the Magic’ promotion, inspired by the magical bonds of friendship combined with sensational flavour experiences, provided us the opportunity to bring theatrical whimsy to these limited edition packs. We also rolled out the design approach and Wicked movie elements to a packaging design takeover of the full Wicked Sister portfolio as part of the promotional giveaway.
The promotion coincided with the launch of two, new Wicked Sister High Protein SKUs - Coffee and Caramel Flavour; further extending their incredible range of everyday indulgence desserts, for even more consumers to enjoy.
“We’ve partnered with Universal Studios to launch an enchanting collaboration between Wicked Sister desserts and Wicked: For Good, inviting consumers to taste the magic of this captivating film through our irresistible desserts. A cornerstone of this campaign is the vibrant Wicked Sister & Wicked: For Good-themed packaging, developed by Cúpla for both core products and innovative new product developments (NPD).
Cúpla’s team flawlessly integrated the film’s iconic branding and brought the story’s beloved characters, Elphaba and Glinda, to life in a delightful range of dessert pots. Early market results have surpassed our sales forecasts by over 15%—even before the campaign’s official launch—showcasing the exceptional quality of our products and the standout packaging design.”
- Pedro Demartini, Director of Marketing, PDP Fine Foods
