Pastrami martinis, pink and white cookies and a “Maisel Tov” hot dog are on the menu like Amazon First video has teamed up with several different brands to help promote the latest season of “The Marvelous Mrs. Maisel.”
And it’s not just about food partnerships. Companies ranging from Pantone to Saks Fifth Avenue are part of an ambitious marketing campaign tied to the April 14 premiere of “Maisel” Season 5. Activities that day include the show’s cast, plus executive producers Amy Sherman Palladino and Daniel Palladino, ringing the opening bell at the New York Stock Exchange, as well as a one-mile “takeover” of along New York’s Fifth Avenue from 46th Street to 56th Street and a ’60s-themed fitness class at 4:00 p.m. at the TWA Hotel at JFK Airport.
“Each brand celebrates ‘The Marvelous Mrs. Maisel’ in its own way,” said Jennifer Verdick, head of brand partnerships and consumer events at Prime Video.
Prime Video has created various unique promotions for “Maisel” over the years, including its well-remembered 2019 “Maisel Day,” an Emmy FYC event held with various restaurants, theaters and retailers across Los Angeles where fans could enjoy specials at 1959 Prices – including $2.50 makeovers, 99-cent pastrami sandwiches, and 30 cents for a gallon of gas.
Here are some of the upcoming promotions related to the final season of “Maisel,” with descriptions from Amazon:
Opening of the bell at the New York Stock Exchange: “The showrunners and cast of ‘The Marvelous Mrs. Maisel’ will commemorate the occasion with the ringing of the opening bell at the New York Stock Exchange on April 14 at 9:30 a.m. ET.” An 8-foot-long display of more than 1,000 bite-sized cupcakes from Baked by Melissa at the NYSE will be included.
Activation of “Marvelous Mile” consumers in New York: “New York City joins the April 14th festive extravaganza with Prime Video’s one-mile takeover of Fifth Avenue from 46th Street to 56th Street. The ‘Marvelous Mile’ will invite fans of the show to walk on an unmissable pink carpet, to take photos at stops inspired by each season, to enjoy a Pink Martini at King Cole Bar at St. Regis New York, to taste pink and white cookies (an interpretation of the iconic black and white cookies) from Manischewitz, and much more.
Window presentation and photo shoot at Saks Fifth Avenue: “Passengers along the Marvelous Mile can experience the first of its kind to take control of Saks Fifth Avenue’s signature six center windows, where a style retrospective will feature special outfits from each season of the series. From Midge’s classic rain-soaked nightgown in the first episode to her black ensemble performance dresses, fans can stop and reminisce about the past four seasons, while viewing the cast’s outfits in Season 5. Inside Beauty on 2 at Saks, visitors are invited to take a photo in the dressing room of Wolford’s burlesque show from season four in a special exhibit featuring authentic sets and props.
1960s Fitness Classes at the TWA Hotel: “As the filming location for the series, the TWA Hotel in Queens will host a fitness class at its gym, TWA Fitness, on April 14 at 4 p.m. ET, pumping up fans for the premiere of the fifth and final Inspired by Midge’s workout routine with resistance bands and hula hoops, attendees are encouraged to “do the twist” with ’60s-themed costumes.”
Pink Martinis at King Cole Bar at St. Regis New York: “The King Cole Bar at The St. Regis New York will be serving a Midge-hosted cocktail party to New York City fans throughout the launch weekend. A twist on the classic martini, the “Pink Martini” will feature gin and agave with additions of lime, pink grapefruit and cranberry juice.
Betty Crocker 1960s Inspired Recipes: “Celebrating the era of ‘The Marvelous Mrs. Maisel’ and another female icon, Betty Crocker will create a personalized landing page featuring a curated collection of Betty’s most iconic recipes from the era, tips on how to host a “Maisel Tov” watch party and Betty’s favorite Midge moments.
“Tune In & Takeout” with Grubhub: Grubhub will give fans a chance to tune in to the series premiere with a one-of-a-kind takeaway experience: The Maisel Tov Martini, which is inspired by two of Midge’s loves, Jewish charcuterie and a stiff martini.
McConnell’s ice cream is changing its name for its strawberry flavor: “McConnell’s Ice Cream will rebrand its beloved strawberry flavor to ‘Midge’s Marvelous Strawberry’ in all seven locations: Santa Barbara (two stores), Downtown Los Angeles, Studio City, San Luis Obispo, Santa Monica and Pacific Palisades .”
Canter’s Deli Pink and White Cookies: “Canter’s Deli will be taking NY’s favorite black and white cookies to Los Angeles, offering pink and white cookies for purchase on April 14 for fans to enjoy while watching the fifth and final season premiere.”
Pink’s Specialty Hot Dog: “Known for its iconic pink brand, Los Angeles’ iconic hot dog stand, Pink’s Hot Dogs, will pay tribute to Midge and all of her accomplishments by releasing a special hot dog on April 14 in honor of the premiere of the last season. The “Maisel Tov” hot dog will be a “stretched” hot dog topped with mustard, red onions in New York sauce and pickle chips.
50’s Coffee Milkshake: “West LA’s Cafe 50’s will celebrate ‘The Marvelous Mrs. Maisel” with a particularly sweet milkshake for fans on April 14. For a limited time, they will be adding “Maisel’s Pink Shake”, a wonderful vanilla shake with cherry syrup, to their dinner menu selection.
Big Sugar Bakeshop’s Wonderful Pink Cupcake: “To savor this moment for Midge and the rest of the cast, Big Sugar Bakeshop is baking a delicious ‘Marvelous Pink Fancy Cupcake’ for its Los Angeles customers. The special treat is a strawberry cupcake with a pink and white fancy frosting design. .
Midge’s Big Break Cupcake by SusieCakes: “For a limited time, they will be serving a vanilla cupcake with pink buttercream, called ‘Midge’s Big Break Cupcake,’ for fans in Brentwood, Los Angeles to join in the celebration on the West Coast.”
‘Maisel Tov’ candle special edition with Candier: “Candy’s iconic pink brand and ‘The Marvelous Mrs. Maisel’ come together to produce a limited edition ‘Maisel Tov’ candle inspired by the series to celebrate Midge’s unwavering determination and humor. The black and pink candle topped with shimmering glitter will provide floral scents of cherry blossom, magnolia, rose and rich sandalwood, and will be sold on ShopRyanPorter.com.
Tupperware’s latest vintage collection with their “Thatsa Bowls” and “Heritage Bowls”: “Tupperware is bringing back vintage with the launch of its latest two lines Thatsa Bowls and Heritage to celebrate Midge and her time as Tupperware party host on the show.”
Character color palettes by Pantone: “Pantone will celebrate the Marvelous Mrs. Maisel family by commemorating Midge, Susie, Rose and Joel by releasing a collection of specially curated color palettes. As each character has their own style and personality throughout the series, Pantone will present the each character’s unique color journey, emphasizing the importance of color and its impact on the overall character, giving an ode to the many creators behind ‘The Marvelous Mrs. Maisel.’
Festive Takeover at Bellacures’ seven LA locations: Bellacures Nail Salon will promote the start of the final season with commercial signage of an assortment of pink shades at its seven Los Angeles locations: Beverly Hills, Brentwood Village, Larchmont Village, Santa Monica, South Bay, Studio City and Westlake Village.
Prime Video also got public messages of congratulations for the final season of “Maisel” from brands including Kleenex, Starburst, Lele Sadoughi, Moroccanoil, Samsonite and The Plaza Hotel.