Coca-Cola Europacific Partners (CCEP) has announced it is ready to help retailers make a statement.
Announced today (18 March) Diet Coke is joining The Devil Wears Prada 2, due in cinemas on 1 May, as an ‘integrated beverage brand’ – placing one of Coca-Cola’s most iconic names at the centre of one of the year’s most anticipated cultural moments.
Diet Coke will launch an immersive, fan-focused campaign designed to bring the film’s runway energy, signature style, and iconic moments to life, while helping retailers make the most of the buzz around the film. Activations include special edition packaging and a bespoke ad set in the film’s Runway offices, capturing the iconic moment when fashion pauses for a much-needed Diet Coke break.
Consumers can also participate in a promotion with the chance to win a trip to New York City, alongside hundreds of daily prizes such as cinema tickets and exclusive The Devil Wears Prada 2 x Diet Coke merchandise.
Lylle Breier, EVP, partnerships, promotions, synergy and events at Disney, said: “In The Devil Wears Prada 2, taste is everything. We’re delighted to extend our long-standing relationship with Coca-Cola with this epic Diet Coke collaboration in a way that feels classic and authentic - an iconic brand that embodies the kind of style and confidence our audience - and Miranda Priestly herself - expects.”
The campaign will span TV, digital, social and out-of-home channels, ensuring strong reach and visibility to drive shoppers in-store and create standout on shelf.
Rob Yeomans, vice-president, commercial development at CCEP GB, said: “With significant marketing investment behind it, alongside limited packs and a compelling on-pack promotion, this campaign gives retailers a strong platform to drive visibility and make more of the Diet Coke opportunity.
“By creating standout in-store and bringing the activity to life, they can engage shoppers, drive footfall and unlock incremental sales.”
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