Prime Video Drops Fans Into the Marvelous World of Mrs. Maisel With a Sprawling Campaign

For three seasons, Prime Video's period comedy The Marvelous Mrs. Maisel has transported fans to late-1950s, early-1960s New York through ornate sets, detailed costuming and painstaking world-building by award-winning creators. To celebrate the arrival of season four, which debuted on Feb. 18, the streamer has fashioned a sprawling, thoroughly nostalgic campaign that immerses fans in the plucky comedian's universe. For this season's effort, Prime Video has partnered with the woman-created financial company Ellevest, Obé Fitness, beauty subscription company IPSY, New York's Bryant Park and Plaza Hotel to take devoted viewers on Miriam "Midge" Maisel's onscreen journey through a host of activations and media content. In addition, the show has partnered with Tupperware for a re-creation of its popular vintage Wonderlier Bowl line, which is featured in the actual series. Traveling back in time The Tupperware partnership, which the streamer announced today, is Prime Video's latest attempt to turn aspects of Maisel's fourth season into memorable consumer moments. As Midge digs into her new offstage role as an independent Tupperware sales rep, fans will be able to actually shop the Tupperware site for the five-piece, pastel-hued Wonderlier bowl set for a limited time. "The re-creation of the vintage Wonderlier Bowl celebrates Tupperware’s origins and is truly a modern miracle for the kitchen," Steve Alosio, Tupperware's vp of global brands and product, told Adweek. "We knew going into bringing back this fan favorite that we had to be rooted in design and functionality, so it was really important to us to re-create a product that continues to tout our heritage in plastic technology but that meets the current consumer trends." The Maisel-Tupperware partnership aligns directly with a product tie-in appearing in a storyline that airs during Maisel's latest episode, slated for Feb. 25. Going big for Midge The promotions don't stop with convenient food storage. Maisel-related activations also included a content series on financial independence from Ellevest, a vinyasa yoga class from Obé Fitness and related social content from IPSY. The grander elements of the campaign include a lavish suite experience at The Plaza, which features detailed interior design inspired by Midge's Upper West Side apartment, and access to exclusive hairstyling and shopping opportunities. The effort behind season four's ambitious marketing is reminiscent of past campaigns, like the Prime Video's 2019 Los Angeles-wide "Maisel Day," which saw 40 participating business rolling back prices to match those of the '50s and '60s, including 30-cent gas. That year, the campaign won a Grand Clio. Inspired by The Marvelous Mrs. Maisel, the Plaza temporarily redesigned a suite. For the streamer's head of partnerships, synergy and events, Jennifer Verdick, Maisel's major activations are designed to match the fervent adoration that the fandom has shown the program over the years. "The world of The Marvelous Mrs. Maisel, created by Amy Sherman-Palladino, is incredibly vivid and vibrant," she told Adweek. "The activations and partnerships around this series speak to the dedicated fandom around Maisel for many years, and one we are delighted to continue with the launch of Season 4." Prime Video will continue promotions throughout the season through Alexa, Amazon Music, Amazon, Fresh and Twitch. Amazon Books will also be releasing a book about the costumes from the show entitled Madly Marvelous: The Costumes of the Marvelous Mrs. Maisel. Prime Video Deploys First Brand Tagline in Campaign Highlighting Vast Ecosystem