Reaching new levels of a fashionable pour, GREY GOOSE served in its The Devil Wears Prada 2 partnership. We browse the campaign’s multi-platform programme that builds on the leading vodka brand’s foray into the fashion industry.
GREY GOOSE HITS THE RUNWAY
A highly sophisticated beverage best served ice-cold, GREY GOOSE is the epitome of premium French vodka, which has evolved since its inception in 1997 to become a go-to in the luxury drinks category and mainstay of the Bacardi brand.
Upheld by this elevated reputation, GREY GOOSE recently collaborated with one of the world’s most beloved film franchises on its recent release of The Devil Wears Prada 2 that parallels the chic sophistication the vodka brand’s consumers represent.
Launched on the big screen at the beginning of this month, The Devil Wears Prada 2 is the much-awaited sequel to 20th Century Studios’ 2006 film that shaped the cinematic landscape of the early 2000s.
Combining the ever-growing appeal of two high-end brands, GREY GOOSE’s partnership with The Devil Wears Prada 2 saw a vibrant multi-platform programme that united fashion, film, and cocktail culture.
More than 20 years after the original film, the campaign with GREY GOOSE featured celeb forward-content from the likes of supermodel Heidi Klum, as well as interactive pop-up experiences, speciality cocktails, in-theatre activations, and limited-edition bottle packaging.
Aleco Azqueta, Vice President of Global Marketing for GREY GOOSE, believes the campaign with the hotly anticipated film is a natural extension of the drink’s already-elevated legacy, having positioned itself at the intersection of culture and craftsmanship.
FASHION IN A COCKTAIL GLASS
Leveraging its French heritage and longstanding connection to the world of fashion, GREY GOOSE launched The Devil’s Roast espresso martini – the perfect sip for fans to celebrate the return of the iconic film.
A cocktail that feels both timeless and modern, The Devil’s Roast sits at the centre of the campaign and is a simple yet delicious reimagining of Miranda Priestly’s iconic coffee order with a tantalising GREY GOOSE twist.
It is a reinterpretation of the classic espresso martini, which is often referred to as the ‘model martini’ due to its origins in fashion culture.
Created with GREY GOOSE vodka and garnished with three gold-dusted coffee beans, The Devil’s Roast is sleek and sharp; bursting with rich, bold flavours, the cocktail is the ultimate fashion moment in a glass.
Eager fans were able to sample the drink for themselves at numerous GREY GOOSE Devil’s Roast pop-ups across New York City.
Each glass was complemented by gold-dusted popcorn, adding to the chic, cinematic atmosphere of the events by combining fashion polish with an indulgent cinema treat.
What’s more, a select number of theatres also offered speciality GREY GOOSE cocktails on the opening night of the film, giving movie lovers the chance to sip Runway-approved serves.
STAR POWER
Epitomising the modish vibes of both cultural touchpoints, Heidi Klum brought the campaign to life by starring in an original content piece in the form of a short film.
Created in partnership with New York-based advertising agency Bartle Bogle Hegarty (BBH), the content takes place in the world of The Devil Wears Prada 2 and features Klum clutching The Devil’s Roast.
The film and photography was been purposefully crafted to align with the precise, high standards of Runway Magazine – the fictional fashion publication that once again takes centre stage in the sequel – and the sleek, model-esque aura of the fashion industry.
Reflecting on the campaign, Klum admires how both fashion and film tell a story and craft a lifestyle, and it this same level of craft that makes the GREY GOOSE collaboration so special.
Indeed, the campaign is a natural extension of the drink brand’s longstanding presence in the fashion industry.
Since its creation in the 1990s, GREY GOOSE has partnered with some of the world’s biggest names in fashion, including industry titans, institutions, and designers, and supported globally relevant fashion moments in Paris, New York, London, and more.
More broadly, The Devil Wears Prada 2’s marketing campaign span striking billboards across New York City that evoked the film’s signature wit and fashion-forward energy.
Coordinating with the film’s release, The Devil’s Roast was also featured globally on the menus of premium bars and restaurants in London, timed with other UK-based special events.
This article was produced by the editorial team at Food & Beverage Outlook and published as part of the Outlook Publishing global network of B2B industry magazines.
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