The wait is over: Wednesday, the series that broke global records on Netflix, returns with its second season, and brands have not missed the chance to celebrate its premiere. With a marketing campaign that embraces the eccentricity of Nevermore Academy and the unmatched charisma of Jenna Ortega, this new installment not only revives the fascination with the Addams family but also becomes a commercial phenomenon.
ALSO READ: Does Enid Die in Wednesday Season 2? Here’s What We Know About the New Season
What record did Wednesday break on Netflix?
Since its premiere in November 2022, the first season of Wednesday has accumulated more than 350 million views, establishing itself as the most popular English-language series on the platform. In its first three weeks, it surpassed one billion hours viewed and reached the number one spot in 90 countries.
The impact of the series has been so enduring that, in the week leading up to the second season’s release, Wednesday returned to Netflix’s Global Top 10 at position #6, adding 2.7 million views.
The marketing campaign also broke records on social media, gathering more than 3 billion impressions prior to the premiere.
Which brands joined the Wednesday phenomenon and how are they celebrating the second season’s launch?
The second season of Wednesday not only marks the return of its characters but also the expansion of its universe through collaborations with brands unafraid to embrace the strange.
Cheetos: “Thing-ertips” and infernal flavors
The iconic hand Thing becomes the official “spokeshand” of Cheetos, starring in a campaign that merges the world’s most famous snack with the macabre humor of Wednesday. In the United States, Brazil, and Canada, Cheetos launched a limited edition of “Flamin’ Hot Fiery Skulls,” creating the perfect blend of spicy and creepy.
Wendy’s: The Meal of Misfortune that will test your luck
Wendy’s introduced the “Meal of Misfortune,” an exclusive combo that includes two mystery dipping sauces per order, leaving the flavor up to chance. The experience is enhanced with custom packaging in Wednesday style and menu boards with gothic stained-glass designs. This limited edition will be available in the United States, Canada, Puerto Rico, the Bahamas, and Guam.
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Booking.com: Vacations in Morticia Addams’ style
As the official sponsor of the second season on Netflix’s ad-supported plan, Booking.com invites fans to discover destinations that embody Morticia Addams’ sinister elegance. “Booking.com invites travelers to discover the world through Morticia Addams’ eyes,” turning the eerie into sophistication.
Nubank: Little Foot, the financial influencer inspired by Thing
In Brazil and Mexico, Nubank launched a campaign starring “Pezinho” (Little Foot), a character who dreams of following in Thing’s footsteps and becoming an influencer. This short film, developed with Tim Burton’s vision, shows how Nubank empowers outsiders to achieve their dreams.
Guaraná: Nostalgia and fizzy chaos
Guaraná joins the Wednesday fever in Brazil with customized packaging and a digital campaign where Thing takes the spotlight. This collaboration celebrates tradition with a supernatural twist, perfect for binge-watching the series with a drink in hand.
Línea Directa: Insuring the uninsurable in Spain
Spanish insurer Línea Directa breaks molds with a campaign that protects what others wouldn’t dare, embracing Wednesday’s outcast spirit. “In a world full of unpredictable powers and supernatural slip-ups, it’s only fitting that the most outcast insurer steps in.”
NYX Professional Makeup: Beauty without conformity
In France, NYX launched a makeup line inspired by Wednesday for the back-to-school season. The collection celebrates individuality with lipsticks and eyeshadows designed for those who prefer to stand out rather than fit in.
In addition to the collaborations mentioned, Netflix is eyeing future partnerships with Oreo and Vivo in Brazil.
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Where to find official Wednesday merchandise?
For those who wish to take their passion for Wednesday beyond the screen, Netflix.shop offers official merchandise, from Funko POP! figurines to board games inspired by the series. Primark has also launched a clothing line, and the Wednesday Addams American Girl doll will be available soon.
Additionally, Netflix will open an immersive experience called “Wednesday: Eve of the Outcasts” at its new King of Prussia location, offering fans a portal into the Nevermore universe.
Why is Wednesday’s marketing a case study?
The success of Wednesday is not only due to its narrative and Jenna Ortega’s charisma but also to how Netflix has turned each season into a co-creation platform with brands. The strategy of partnering with brands that “don’t aim to fit in, but to stand out” reinforces the series’ identity and expands it to multiple audiences.
Wednesday proves that the most powerful marketing campaigns are those that allow brands to become part of the narrative universe, not just external sponsors.
