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‘The Devil Wears Prada 2’ is a masterclass in immersive marketing and nostalgia

admin April 30, 2026

Over the years, The Devil Wears Prada has solidified its status as a cult classic, driven by its massive cultural impact spanning generations.

Two decades after its debut, the story returns with The Devil Wears Prada 2. Directed by David Frankel and written by Aline Brosh McKenna, the sequel follows Andy Sachs (Anne Hathaway) as she makes her way back to Runway magazine — once again coming face-to-face with her formidable former boss, Miranda Priestly (Meryl Streep). 

In this new chapter, print publishing is in decline, and Miranda finds herself facing off with her former assistant, Emily Charlton (Emily Blunt), who has risen to become a high-powered executive.

The buildup before the comeback

Living up to a two-decade legacy is incredibly difficult, especially when introduced to a new generation of viewers. While die-hard fans remain loyal, millions are discovering Miranda, Andy, and Emily’s world for the first time. 

To bridge this gap, the sequel’s promotional rollout employed inventive strategies and immersive activations, reintroducing the Runway brand to a new, modern era.

Let’s take a closer look at some of the standout tactics used in The Devil Wears Prada 2 campaign.

Runway in the flesh

Runway magazine, widely believed to be patterned after Vogue, is deeply ingrained in the minds of long-time fans. In the first film, viewers caught a glimpse of how the publication was curated — most notably through the mockup dubbed “The Book,” which Andy personally delivered to Miranda’s New York City townhouse.

With the sequel, fans finally have the chance to experience — and own a physical copy — of that world. In early April, the launch of runwayonline.com allowed audiences to secure a physical copy or read the digital edition online. Fans also had the chance to pick up copies at pop-ups across New York City and Los Angeles.

The limited-edition Spring issue — a nod to the iconic “Florals? For spring? Groundbreaking” line — features Emily Charlton on the cover, officially branding her as the industry’s “new powerhouse.”

Some collectors even consider this copy as “holy grail,” reselling it online for as high as $99.

Ticket bundles and designer popcorn buckets

Thematic popcorn buckets have been the talk of the cinema world over the past few years — who could forget the viral Dune “sandworm” bucket? The Devil Wears Prada 2 is joining the trend with its own high-fashion twist.

Since the film revolves around the cutthroat world of style, Cinemark and Fandango offered premium “Runway Ready” bundles. Priced between $30 and $50, the package included a physical copy of Runway, a movie ticket, and a red “popcorn handbag” aptly paired with a stiletto keychain.

Secret menu drinks? Groundbreaking

The fashion world is a cutthroat industry, and one thing is certain: everyone needs caffeine! In the first film, we watched Andy Sachs scramble for Miranda’s order, and now, fans can sample the editor-in-chief’s go-to drink along with three other character-inspired brews.

Starbucks has officially launched a “secret menu” featuring four new drinks inspired by the film’s icons:

  • Miranda’s Signature Order – Grande Caffé Latte, no foam, extra espresso shot, extra hot nonfat milk
  • Andy’s Oatmilk Cappuccino: Grande Cappuccino, substitute oatmilk, two pumps of caramel syrup, cinnamon powder
  • Nigel’s Go-To Doppio: Doppio Espresso con Panna, one pump of mocha sauce
  • Emily’s Fave Iced Chai: Grande Iced Chai Latté, substitute almond milk, no classic syrup, two pumps of sugar-free syrup

The secret menu is only available via the Starbucks app for a limited time. The drinks will be available in the Philippines starting April 29.

Diet Coke break!

Speaking of beverages, The Devil Wears Prada 2 also collaborated with Coca-Cola for a Europe-wide campaign. 

The short campaign film by Ogilvy was set in the halls of the Runway magazine headquarters, where employees celebrate a “Diet Coke break,” a time to relax once Miranda steps out of the office. 

The campaign rolled out in mid-March with local activations tailored to each market across UK, Germany, Spain, and Ireland. Through this campaign, fans can join a contest that offers a chance to win a trip to New York City. 

Fashion and beauty always

What is a fashion movie rollout without more fashion? Drawing a connection between the screen and the sidewalk, the sequel collaborated with Old Navy for a special collection ahead of the film’s release.

The collection features a range of graphic tees with unforgettable quotes, alongside bags, accessories, and hoodies. Most notably, the line leans heavily into shades of cerulean — a deliberate and nostalgic nod to Andy Sachs’ evolution in the first film. 

By reclaiming the color that once sparked Miranda’s most scathing monologue, the collaboration turns a piece of cinematic history into a modern wardrobe staple for the new generation of fans.

On the other hand, the movie also tapped L’Oréal Paris for a campaign film by film production company Maximum Effort, featuring Kendall Jenner, who was mistaken for an applicant for Runway. The film also features actress Simone Ashley, who plays Amari in the upcoming movie.

While The Devil Wears Prada 2 is meant for the silver screen, its collaborative marketing efforts extend beyond the cinema — inviting audiences to engage with the world of Runway in tangible, real-world ways.

The Devil Wears Prada 2 is now showing in Philippine cinemas.

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