In Marketing, Wicked proves that opposites attract customers.

When it comes to working in marketing, inspiration can strike anywhere. Whether it’s driving to work and hearing an interesting approach to an ad on the radio, taking an afternoon stroll and seeing billboards use a play on words, or even going to the movies and seeing different types of movie posters, inspiration is all around us. 

Lately, I’ve been taking inspiration from seeing opposites. As of late, there have been great examples of creating interest by putting two completely opposite things next to each other. From the juxtaposition of light versus dark or good versus bad, these opposites have made heads turn and have captured the attention of millions.

For example, Wicked and Wicked: For Good have been a triumphant example of opposites since the first movie came out last November. Fast forward a year later with the second and last installation of the movie coming out, the visuals of Glinda the popular “good witch” and Elphaba, the green-skinned outcast create a stunning display that is easy for anyone to appreciate.

This feeling of opposites not only gives the brand two completely different vibes for viewers to choose which side they fit with best (like being team Edward or Team Jacob in the Twilight era), it also helps diversify their merchandise line and their collaborations with a variety of different brands for a variety of different interests and vibes.

Another example of a successful marketing campaign using the theme of opposites is from Snoop Dogg and Martha Stewart. While the unlikely duo–one known for rapping and smoking, and another known for being a classy decorator and homemaker–have several collaborations together now, the most notable is likely their campaign with BIC EZ Reach lighters. In the advertisement, it says the lighter is great for “candles … and more,” a nod to Snoop’s and Martha’s opposite behaviors, and a reminder to the audience that lighters are useful for everyone, from rappers who smoke, to women who bake.

Lastly, let’s not forget when the Barbie movie came out alongside Oppeheimer–it created a viral moment just for the two movies being so different, yet being shown in theatres at the same time. Dubbed "Barbenheimer" by the internet at the time, the movies were so contrasting–one about the making of the atomic bomb, and one about the Barbie doll’s life–and moviegoers were excited for both films. Some made memes on the subject and many saw both films at the theater, resulting in record-breaking box office numbers for the films.

So, next time you’re writing a story, wondering what you should paint, or how to market for your newest client, or simply just need some inspiration, consider using the power of opposites. I guess it’s true what they say–opposites attract, for marketing, that is. Love–well, that’s another story.