The high-fashion world of Miranda Priestly has officially integrated Diet Coke into its narrative for the upcoming sequel “The Devil Wears Prada 2.” The Coca-Cola Company is rolling out a multi-market campaign that positions the beverage as a functional element of the film’s fictional “Runway” magazine offices.
The physical execution centres on a bespoke advertisement filmed on the movie’s set. This custom spot captures a specific moment where the fast-paced fashion environment pauses for a Diet Coke break. By using the film’s actual production design, the brand moves beyond standard product placement into a collaborative storytelling role. This visual narrative is supported by the global rollout of limited-edition slim cans and multipacks designed to mirror the film’s aesthetic.
This strategy follows a blueprint previously established through a major collaboration with Netflix for the series “Stranger Things.” In that execution, the brand resurrected the infamous 1985 “New Coke” formula to align with the show’s period setting. This approach allowed the company to stay relevant with Gen Z by leaning into “main character energy” and the “clean girl” aesthetic popular on digital platforms. By treating the product as a lifestyle accessory rather than a simple beverage, the brand maintains cultural fluency with younger demographics who prioritise authenticity and niche pop culture references over traditional broadcast ads.
In European markets, including Great Britain, Germany, and Spain, the brand has launched an on-pack promotion via QR codes. Consumers can enter to win a trip to New York City or daily prizes such as cinema tickets and co-branded merchandise. In the United States, the partnership extends to physical retail through AMC Theatres where an exclusive “Devilish Lime Cherry Chic” flavour is being served via Coca-Cola Freestyle machines for a limited window.
Campaign Name: The Devil Wears Prada 2 Global Partnership
Agency Name: Ogilvy New York
Brand Name: Diet Coke
Location: United Kingdom, United States, Germany, Spain, Ireland, Mexico, and Chile
