Twenty years after their professional paths crossed, Miranda Priestly and Andy Sachs will meet again in “The Devil Wears Prada 2.” The sequel to the iconic film starring Meryl Streep and Anne Hathaway will be released on May 1, and as is usual in the entertainment industry, it is already working to attract viewers to movie theaters with a marketing strategy with a strong presence of brands.
Firms in the fashion and beauty sector have been the first to be linked to the long-awaited film, in a logical association between their products and services and the plot proposed by “The Devil Wears Prada”, centered on the fictitious fashion magazine “Runway”. However, advertisers from other categories, such as beverages, are also joining the campaign to capitalize on the social and cultural phenomenon.
L’Oréal Paris takes advantage of the conversation
In collaboration with the film produced by Disney, L’Oréal Paris launched an advertisement, created by the agency, Maximum Effort, which featured two of its ambassadors, Kendall Jenner and Simone Ashley, as characters from the film. Thus, the story raises a misunderstanding in which Jenner is mistaken for a candidate for the position of Miranda Priestly’s assistant.
The spot, which aired for the first time during the 98th Academy Awards broadcast, highlights some of the brand’s key products. He does so with a revised claim for the occasion, “You’re worth it. That’s all”, which includes the expression “That’s all”, popularized by Priestly’s character.
TreSemmé proposes its products for the red carpet
A similar line is what TreSemmé has taken with the “Get Your Hair on the A-List” campaign, which highlights products from the A-List collection, which promise red carpet-worthy hair at affordable prices. The piece features TreSemmé as the official hair brand for “The Devil Wears Prada 2.”
It is made up of three different pieces starring Paige DeSorbo, Co-Host of the podcast “Giggly Squad” and brand ambassador; and fashion designer Christian Siriano. All of them are framed in the moments before a fashion show and show how the brand’s products help create infallible looks.
Additionally, the brand is launching three special edition products inspired by “The Devil Wears Prada 2,” which will be available in department stores starting April 1. The pack includes three items: the “Groundbreaking” dry texturizing spray, the “Runway Ready” shine spray, and the “That’s All” hairspray.
Coca-Cola Light brings the energy of the catwalk to fans
Diet Coke (Diet Coke) joins the promotion of “The Devil Wears Prada 2”. As the company has announced, it will launch a campaign “fan-centric, designed to connect with global audiences and extend the film’s influence“, as stated in a statement.
In this sense, it will create special edition packaging and an exclusive advertisement set in the “Runway” offices, recreating, as it explains, a moment in which fashion stops to enjoy a well-deserved break with a drink.
In addition, consumers will be able to participate in a drawing for a trip to New York or daily prizes, such as movie tickets and exclusive products.
“Coca-Cola Light has long been integrated into the world of fashion and culture, representing confidence, style and self-expression.“Commented Cloé Von Krause, Vice President of Marketing at Coca-Cola Trademark Europe, in a statement. “And ‘The Devil Wears Prada 2’ builds on a truly iconic fashion legacy, bringing a fresh and modern twist. “We are excited to bring these two icons together, celebrating the passion for pop culture and style in a contemporary and authentic way.”.
The campaign will run across Europe, including the UK, Germany, Spain and Ireland, starting in mid-March, with local activations tailored to regional preferences.
Gray Goose creates an exclusive cocktail
Also in the field of beverages, the Gray Goose vodka brand is linked to the Disney film through an advertisement designed by the BBH New York agency and starring supermodel Heidi Klum. This gives life to a model who comments, in an interview format piece, what it is like to work with Miranda Priestly.
The cocktail he is holding in the video is “The Devil’s Roast”, a version of the espresso martini that reinterprets the famous coffee order of the character played by Meryl Streep, with the Gray Goose drink. It will be served in cinemas and at pop-up events in New York, as well as on the menus of some luxury bars and restaurants in London. In addition, the campaign will include original content and limited edition packaging.
A bag-shaped popcorn maker
Following the recent trend of creating exclusive and collectible popcorn boxes, 20th Century Studios has created one dedicated to the film. In line with the theme, he has designed a bag-shaped popcorn box, inspired by some of those worn by the characters in “The Devil Wears Prada.” It also has a stiletto-shaped charm. He has also designed two glasses and two popcorn buckets.
It will be available in some movie theater chains internationally, such as AMC, Cinemark and Regal.
Here you can see the trailer for “The Devil Wears Prada 2”:
