The anticipation for the highly anticipated sequel, The Devil Wears Prada 2, has officially moved beyond film forums and into the mainstream market. As the release date approaches this Friday, May 1, a wave of brand collaborations has swept through the food and beverage industry, proving that the franchise’s influence extends far beyond the runway.
This surge in marketing is a masterclass in nostalgia-driven branding. By tapping into the cult status of the original film, companies are targeting a demographic that views the movie not just as a comedy, but as a cultural touchstone. From specific color palettes to character-driven flavor profiles, these collaborations aim to turn a cinematic moment into a lifestyle experience.
The Top 6 Brand Collaborations
1. M&M’S: The “Cerulean” Collection
In a nod to one of the film’s most iconic monologues regarding fashion nuances, M&M’S has released an all-cerulean candy pack. While the chocolate remains the classic recipe fans love, the packaging features specific “cerulean” labeling. This is a clever play on the film’s famous scene where Miranda Priestly explains the subtle, yet vital, difference between cerulean and other shades of blue.
2. Starbucks: Character-Inspired Secret Menu
Starbucks has leaned into the personalities of the film’s ensemble cast by introducing a limited-time “secret menu.” These drinks are designed to reflect the essence of the characters:
– The Miranda: A no-foam, extra-hot caffè latte with nonfat milk—precise and uncompromising.
– Andy: An oat milk cappuccino with caramel and cinnamon, reflecting her warmth.
– Nigel: A doppio espresso con panna with mocha sauce, capturing his sharp wit.
– Emily: An iced chai latte with almond milk and sugar-free caramel, embodying her “fabulous” persona.
3. Diet Coke: The NYC Sweepstakes
Diet Coke is leveraging its long-standing association with the film’s urban energy through a promotional contest. Through May 24, customers can scan their receipts on the brand’s website to earn points. These points can be used to enter drawings for movie tickets, exclusive merchandise, or even a trip to New York City, bringing fans closer to the movie’s setting.
4. Grey Goose: The Cocktail Collection
Capturing the “after-hours” energy of a high-pressure career, Grey Goose has launched a themed cocktail collection. The menu features names that echo the film’s sharp dialogue and themes, such as:
– “That’s All” Martini (for that unmistakable boss energy)
– “Groundbreaking Spring Spritz”
– “The Cerulean Goose”
– “The Devil’s Roast”
5. Smartwater: The Cerulean Challenge
Smartwater is engaging fans with an interactive digital campaign centered on color theory. The brand is testing consumers’ ability to identify the exact shade of cerulean on their website. Those who successfully navigate the challenge can enter to win movie tickets or curated gift boxes, turning a simple brand interaction into a game of “editor-in-chief” precision.
6. Hyatt Regency Times Square: The Iconic Grilled Cheese
For a more culinary experience, the CUE 48 at the Hyatt Regency Times Square is paying homage to a pivotal, comforting moment in the original film. They are serving “Andy’s Grilled Cheese” for $16, a recreation of the meal Nate prepared for Andy. To complete the experience, diners can add tomato soup for an additional $5, recreating the film’s quintessential New York comfort food.
These collaborations demonstrate how brands can successfully bridge the gap between entertainment and consumer goods by utilizing specific, highly recognizable cultural “Easter eggs.”
Conclusion
As the film industry prepares for the sequel’s release, these collaborations show that the “Prada” effect is more than just a trend—it is a multi-sensory marketing phenomenon. Whether through a specific shade of blue or a character-inspired latte, brands are ensuring that the movie’s impact is felt long before the credits roll.
