Diet Coke is joining The Devil Wears Prada 2, in cinemas May 1, as an integrated beverage brand – placing one of Coca-Cola’s most famous names at the centre of one of the year’s most anticipated cultural moments. The campaign will put Diet Coke front of mind with shoppers and drive real stand-out in-store.
“In The Devil Wears Prada 2, taste is everything,” said Lylle Breier, EVP, Partnerships, Promotions, Synergy & Events at Disney. “We are delighted to extend our long-standing relationship with Coca-Cola with this epic Diet Coke collaboration in a way that feels classic and authentic – an iconic brand that embodies the kind of style and confidence our audience – and Miranda Priestly herself – expects."
Diet Coke will launch an immersive, fan-focused campaign designed to bring the film’s runway energy, signature style, and iconic moments to life – while helping retailers make the most of the buzz around the film. Activations include special edition packaging and a bespoke ad set in the film’s Runway offices, capturing the iconic moment when fashion pauses for a much-needed Diet Coke break.
The collaboration will roll out across Europe, including Great Britain, Germany, Spain and Ireland, beginning mid-March, with localised campaign activations tailored to regional preferences and market dynamics. Across all European markets, consumers can participate in a promotion with the chance to win a trip to New York City, alongside hundreds of daily prizes such as cinema tickets and exclusive The Devil Wears Prada 2 x Diet Coke merchandise.
The campaign will span TV, digital, social and out-of-home channels, ensuring strong reach and visibility to drive shoppers in-store and create standout on shelf.
“Diet Coke is an iconic brand with a strong connection to fashion and culture, and it continues to resonate with a highly engaged and loyal shopper base," said Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB. "Partnerships like this are a powerful way to keep the brand relevant and drive excitement at scale."