The Devil Wears Prada 2 has unleashed a wave of brand activations that blur entertainment, commerce, and nostalgia. From coffee orders reimagined as personality tests to red-carpet hair routines turned into runway moments, these campaigns are a testament to the film's enduring cultural impact. Here's a breakdown of some of the most notable brand collaborations, each offering a unique twist on the original film's themes and characters.
- The Coffee Bean & Tea Leaf Malaysia: This brand takes a playful approach, reimagining Miranda Priestly as the ultimate mocha mint ice blended. By tapping into the character's icy authority and the divisiveness of mint chocolate, they create a unique product promotion that channels fashion-world sarcasm. It's a clever way to blend product marketing with pop culture recall.
- Diet Coke: Diet Coke embraces the glamour of the film, positioning itself as the on-set accessory of choice. By creating special edition slim cans and a bespoke ad set within Runway's offices, they blur the line between film integration and campaign execution. This collaboration frames Diet Coke as more than just a drink, but an integral part of the fashion-forward uniform.
- Google: Google takes a sleek and self-aware approach, featuring the devil-inspired heel motif in a reel tied to the film. With a simple prompt that quickly turns into a Miranda-esque mic drop, they subtly insert Google into the film's hype cycle, reflecting how cultural moments now begin and spread through search behavior.
- Grey Goose: Grey Goose goes all out with a full-scale collaboration, blending film, fashion, and cocktail culture. The centerpiece is 'The Devil's roast,' an espresso martini-inspired cocktail with gold-dusted coffee beans. Supermodel Heidi Klum fronts an original content piece, riffing on Runway's standards while showcasing the drink as a fashion-forward indulgence. The campaign extends into retail with a limited-edition bottle design, reinforcing Grey Goose's ties to fashion week and luxury culture.
- Lancôme: Lancôme taps directly into the beauty-meets-power narrative, positioning itself as the film's signature skincare presence. They launch a new innovation, Absolue Longevity MD, and weave the formula into the film's universe. A standout activation, 'The Absolue impossible task,' blends Runway-style pressure with product discovery. The partnership extends into editorial and retail touchpoints, positioning Lancôme as part of the film's broader language of ambition and influence.
- Samsung: Samsung fuses fashion fantasy with everyday utility, fronting its campaign with the Galaxy S26 Ultra and AI-powered 'Circle to Search.' In a fashion emergency on set, the device identifies and sources looks in real time, tying product capability to the franchise's high-pressure aesthetic. The campaign extends to the film's premiere with a 'Runway cam #withGalaxy,' capturing red-carpet moments through a social-first lens.
- Spotify: Spotify leans into character-driven nostalgia with a playlist activation. Users can pick their personality and reveal the official film playlist, translating character archetypes into listening habits. It's a simple yet effective way to extend the film's cultural pull and give fans a soundtrack for their inner Miranda Priestly moments.
- Starbucks: Starbucks turns its menu into a Runway-inspired personality test, offering four secret customisations tied to iconic characters. From Miranda's strict coffee order to Andy's oatmilk cappuccino, the drinks mirror the personalities that defined the original film. The collaboration extends to in-store and experiential touchpoints, blending coffee runs with cinematic nostalgia.
- TRESemmé: TRESemmé steps into Runway territory with its 'Get your hair on the A-list' campaign, positioning itself as the official hair partner. They reframe red-carpet hair as accessible, turning bathroom routines into runway moments with pro-grade styling. The A-List collection features special-edition products inspired by the film's characters, and the campaign is fronted by Paige DeSorbo as 'Chief A-list officer.'
These brand activations showcase the power of leveraging a film's cultural impact and themes to create unique, engaging experiences that resonate with audiences. Each campaign offers a fresh perspective on the original film, blending entertainment, commerce, and nostalgia in innovative ways.
