Diet Coke steps into The Devil Wears Prada 2 with Europe-wide campaign

Diet Coke is partnering with The Devil Wears Prada 2 in a new global campaign that puts the Coca-Cola brand inside one of 2026’s biggest film releases.

The collaboration sees Diet Coke appear in the film as an integrated beverage brand, with a wider marketing push designed to take the title’s fashion credentials beyond the cinema.

At the centre is a bespoke ad set in the offices of Runway, recreating the film’s familiar pause for a Diet Coke break, alongside special-edition packaging.

The campaign begins rolling out across the UK, Germany, Spain and Ireland from mid-March, with local activations tailored to each market.

Consumers will also be able to enter a promotion offering the chance to win a trip to New York City, as well as daily prizes including cinema tickets and exclusive co-branded merchandise. Media will span TV, digital, social and out of home.

Lylle Breier, EVP, Partnerships, Promotions, Synergy & Events at Disney, said the collaboration feels “classic and authentic”.

Cloé Von Krause, vice president marketing, Coca-Cola Trademark Europe, added that the partnership brings together “two icons” in a way that feels “contemporary, authentic and distinctly Diet Coke”.

Elsewhere a handbag-shaped popcorn bucket sparked a wave of online excitement, turning a simple cinema snack into one of the sequel’s most talked-about marketing moments.

Vogue’s May issue pairs Anna Wintour with Meryl Streep on the cover to promote the movie, with the line: “Seeing Double. When Miranda met Anna”.

In a nice twist, both wear Prada, marking the first time Wintour has made herself the subject of the magazine.

Photograph: Annie Leibovitz/Vogue

For Coca-Cola, the tie-up builds on Diet Coke’s long-running links with fashion, lifestyle and pop culture.