Netflix’s Wednesday isn’t just returning with more dark humor and gothic charm—it’s also coming back with a powerful lineup of brand collaborations that channel the show’s quirky, outsider energy into creative marketing campaigns. From luxury fashion to playful FMCG tie-ins, each partnership reflects Wednesday’s rebellious spirit while expanding its influence beyond the screen.
Here’s a look at the standout collaborations for Season 2, and how they turn “strange” into “strategic.”
Cheetos – “Thing-ertips of Cheetos”
In a playful twist, Cheetos named Thing—the Addams Family’s disembodied hand—its official “spokeshand.” He emerged from a Times Square LED billboard, leaving orange Cheetle fingerprints on taxis, newsstands, and even rival ads. This cheeky stunt promoted the limited-edition Flamin’ Hot Fiery Skulls during the campaign, blending mischief and maximum visibility.
Booking.com – “See the World Through Morticia’s Eyes”
As the official sponsor of Netflix’s ad-supported tier, Booking.com channeled Morticia Addams (Catherine Zeta-Jones) to curate a hauntingly elegant travel campaign. The ads transformed bucket-list destinations into cinematic, gothic fantasies—perfectly blending refined wanderlust with Morticia’s alluring darkness.
Wendy’s – “Meal of Misfortune”
Wendy’s served up a macabre menu that could only belong in Nevermore’s cafeteria:
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Rest in 10-Piece chicken nuggets
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Cursed & Crispy fries in coffin-style cartons
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Raven’s Blood Frosty with dark cherry swirl
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Two cryptically named dips: “You Can’t Hyde” and “Grave Mistake”
Fans could also dive into the app-based game Escape from Wednesday’s Woe for a shot at winning $10,000.
NuBank – Little Foot Goes from Oddity to Influencer
In a short film created with Wednesday director Tim Burton and featuring Thing’s official performer, NuBank introduced Pezinho (“Piecito” in Mexico)—a quirky little foot aspiring to Thing’s cult status. The whimsical campaign spotlighted the bank’s progressive financial tools while leaning into the playful absurdity of the Wednesday universe.
Why These Partnerships Stand Out
These activations succeed because they:
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Match the show’s tone—from eerie elegance to chaotic humor
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Lean into irony and brand wit, just like Wednesday’s own sensibility
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Take on global appeal without sacrificing the story’s distinct voice
These partnerships prove that smart marketing doesn’t just support a show—it becomes part of the narrative. Wednesday isn’t just lending its brand; it’s giving partners creative license to embrace the bizarre. In the world of entertainment tie-ins, that’s the kind of branding mischief we love.
