Diet Coke takes to the runway for Devil Wears Prada 2
DRINKS giant Coca-Cola Europacific Partners (CCEP) is set to make a statement in the soft drinks space with its new collaboration between Diet Coke and The Devil Wears Prada 2.
As part of an on-pack promotion to mark the movie’s release – which will hit cinemas on 1 May – CCEP is set to ensure the Diet Coke brand is front of mind with shoppers and drive some stand-out in store with both fans of the film and Diet Coke consumers.
The collaboration will roll out across Great Britain, Germany, Spain and Ireland from mid-March with localised campaign activations tailored to regional preferences and market dynamics.
This is also inclusive of special edition packaging and bespoke ad set in the film’s Runway offices – the fashion magazine the characters produce in the film – capturing those moments when fashion takes a pause for a Diet Coke break.
And, for European markets, consumers can participate in a special promotion as part of the campaign to be in 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.
The campaign will span across TV, digital, social and out-of-home locations, ensuring a strong reach and visibility to drive shoppers in-store and create standout on shelf.
Rob Yeomans, VP for commercial development at CCEP GB, said: “Diet Coke is an iconic brand with a strong connection to fashion and culture, and it continues to resonate with a highly engaged and loyal shopper base. Partnerships like this are a powerful way to keep the brand relevant and drive excitement at scale.
“With significant marketing investment behind it, alongside limited-edition 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.”
