‘The Devil Wears Prada 2’ marketing mania turns popcorn and Diet Coke into haute couture – Image for illustrative purposes only (Image credits: Pexels)
As theaters fill for the release of The Devil Wears Prada 2 today, fans face more than just the return of Miranda Priestly and her Runway empire. Movie chains and beverage giants have launched collaborations that transform standard concessions into collectible fashion statements.[1][2] Popcorn buckets shaped like luxury handbags and Diet Coke in leather clutches highlight a marketing push blending cinema with couture.
The Rise of the Popcorn Purse
Major theater chains introduced limited-edition popcorn containers mimicking high-end accessories ahead of the film’s premiere last week. AMC Theatres offered a purse-shaped bucket, available for preorder online and at select locations starting April 30.[1] Cinemark and Regal Cinemas followed with their versions, including a popcorn purse bundled with a free large popcorn and keychain at Regal.[1]
These items sold out quickly, turning a simple snack vessel into a must-have for enthusiasts. The design nodded to the original film’s obsession with designer bags, positioning theater popcorn as runway-worthy. Harkins Theatres marketed theirs as the “hottest accessory this spring,” emphasizing scarcity with “while supplies last” warnings.[1]
Diet Coke’s Couture Clutch
Diet Coke secured a prominent role as the film’s official beverage, appearing in scenes set at Runway offices. The brand released limited-edition slim cans, including a “Devilish Lime Cherry Chic” flavor paired with themed popcorn at AMC.[1][3] A standout activation was the Canny Pack, a silver leather clutch designed to hold one can, curated by a fashion figure and displayed at Saks Fifth Avenue.[2]
Stacy Jackson, vice president of Coca-Cola Trademark, described the tie-in as “more than a product; it’s a testament to our shared values.”[3] The campaign extended to ads recreating office “Diet Coke breaks” and sweepstakes for prizes like trips to New York City. Smartwater, another Coca-Cola brand, joined with cerulean blue bottles referencing the sequel’s color motif, available at Target.[1]
These efforts positioned soda not as refreshment, but as an accessory for the fashion elite.
Starbucks and Beyond: A Beverage Lineup
Starbucks contributed character-inspired drinks via a secret menu launched April 20. Miranda’s Signature Order – a no-foam, extra-hot Caffè Latte with nonfat milk – mirrored the editor’s precision, while Andy’s Cappuccino added oatmilk, caramel, and cinnamon for her growth arc.[4][1] Nigel’s Doppio and Emily’s Iced Chai rounded out the set, available worldwide at participating stores.
- Miranda’s Signature Order: Extra-shot, extra-hot Caffè Latte, nonfat milk.
- Andy’s Cappuccino: Oatmilk, caramel, cinnamon.
- Nigel’s Go-to Doppio: Espresso Con Panna, mocha sauce.
- Emily’s Fave Iced Chai: Almondmilk, sugar-free caramel.
Other players included Grey Goose with five film-referencing cocktails like the Cerulean Goose and That’s All Martini, served at theaters nationwide.[1] M&M’s offered free all-cerulean packs online, tying back to the original’s famous monologue.
A ‘Fashion Collection’ of Partnerships
Disney executives framed over a dozen collaborations as a “fashion collection,” each unique yet cohesive. Lylle Breier, Disney’s EVP of global marketing partnerships, explained: “Each outfit is different, but they go together.”[2] Brands like L’Oréal Paris, Lancôme, and Samsung created ads and pop-ups integrated into the Runway universe, with product placements for Starbucks and Mercedes-Benz Maybach in the film.
The strategy avoided generic logos, opting for bespoke content timed to cultural moments like the Oscars. Events at the New York premiere featured Google’s interactive “Runway Closet” and Samsung photo ops.
- Popcorn purses: Limited, selling out fast.
- Diet Coke Canny Pack: Influencer-distributed, Saks display.
- Starbucks drinks: App-exclusive initially.
The Cost of Couture Concessions
Such merchandising echoes successes like Barbie‘s $11 million media impact from Zara or Wicked‘s 400+ deals. Items like Old Navy’s cerulean sweater at $49.99 sold out swiftly, alongside Tweezerman tools and Hyatt’s $16-$22 grilled cheeses nodding to the first film.[5][1]
While studios and brands gain reach, consumers navigate premium pricing for themed indulgences. The campaign sustains conversation, but selective purchases preserve the glamour without excess.
Ultimately, The Devil Wears Prada 2 proves marketing can make the mundane magnificent, reminding audiences that in fashion – and at the movies – details define distinction.