Diet Coke is joining The Devil Wears Prada 2, in cinemas May 1st, as an integrated beverage brand, placing one of Coca-Cola’s most iconic names at the centre of one of the year’s most anticipated cultural moments.
“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.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “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. Partnerships like this are a powerful way to keep the brand relevant and drive excitement at scale.
“With significant marketing investment behind it, alongside limited-edition packs and a compelling on-pack promotion, this campaign gives retailers a strong platform to drive visibility and make more of the Diet Coke opportunity.
"By creating standout in-store and bringing the activity to life, they can engage shoppers, drive footfall and unlock incremental sales.”
The collaboration celebrates Coca-Cola’s commitment to creating moments of joy and human connection, while giving retailers a timely opportunity to capitalise on a high-profile cultural moment with strong shopper appeal.