The Coca-Cola Company announces the upcoming launch of Diet Coke and smartwater global campaigns inspired by Devil Wears Prada 2 and designed to engage audiences beyond the big screen.
FASHION MEETS BEVERAGE BRAND POWER
The Coca-Cola Company (Coca-Cola) has announced a new collection of unique campaigns that feature Diet Coke and smartwater as integrated beverage brands in The Devil Wears Prada 2.
The announcement places both brands at the center of a major cultural release, with the film set to premiere on May 1st. Supporting campaigns will target audiences across multiple markets, with Diet Coke activating globally and smartwater focusing on the US.
“In The Devil Wears Prada 2, taste is everything,” comments Lylle Breier, EVP of Global Partnerships, Promotions, Synergy, and Events at Disney.
“We are delighted to extend our long-standing relationship with Coca‑Cola with this epic Diet Coke and smartwater collaboration in a way that feels classic and authentic – two iconic brands that embody the kind of style and confidence our audience – and Miranda Priestly herself – expects.”
Diet Coke’s campaign will include limited-edition slim cans and a bespoke advertisement set within the film’s fictional Runway offices, recreating one of the franchise’s signature moments. The activation will launch across multiple regions, including the US, UK, Mexico, and Chile, supported by localized campaign executions.
“Diet Coke has long lived at the intersection of fashion and culture, and The Devil Wears Prada 2 builds on the iconic legacy of the original while capturing a fresh, modern energy that continues to inspire style ambition across generations,” says Stacy Jackson, Vice President, Coca-Cola Trademark.
“This collaboration is a celebration of that shared legacy – bringing together two icons in a way that feels authentic, modern, and rooted in fandom.”
ENHANCING ENGAGEMENT THROUGH STYLE AND HYDRATION
Alongside Diet Coke’s global campaign, smartwater will deliver a digitally led activation designed to deepen consumer engagement. This includes an interactive experience, promotional rewards, and a limited-edition redesigned bottle inspired by the film.
“The Devil Wears Prada remains a defining reference point in pop culture, resonating with the same audiences who gravitate toward smartwater’s modern, design-minded perspective,” notes Sue Lynne Cha, Vice President of the Water and Tea Category.
“By spotlighting one of our most signature brand cues in a new way, we’re giving fans an opportunity to engage with the story through thoughtful details woven into both the packaging and digital experience.”
The campaign builds on smartwater’s positioning within the premium hydration segment, leveraging design and cultural relevance to connect with style-conscious consumers.
LEVERAGING ENTERTAINMENT TO DRIVE BRAND STRATEGY
The collaboration reflects Coca-Cola’s broader strategy of aligning its brands with major entertainment moments to strengthen cultural relevance and consumer connection.
By combining on-screen integration with immersive marketing activations, the company aims to extend the reach of The Devil Wears Prada 2 beyond cinemas and into everyday consumer experiences. Diet Coke’s established association with fashion and lifestyle culture, alongside smartwater’s premium positioning, creates a natural synergy with the film’s narrative and audience appeal.
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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