GREY GOOSE has partnered with The Devil Wears Prada 2 in a bold campaign blending fashion, film, and cocktail culture. Featuring Heidi Klum and the signature Devil’s Roast cocktail, the programme spans pop-ups, billboards, limited-edition packaging, and global activations, celebrating the sequel’s release with a stylish toast to cinematic legacy.
GREY GOOSE, the quintessential French vodka, has announced a glamorous collaboration with 20th Century Studios’ The Devil Wears Prada 2, set to release in theatres on May 1. The bold, multi-platform campaign merges fashion, film, and cocktail culture, celebrating the sequel more than two decades after the original became a cultural touchstone.
At the heart of the campaign is supermodel and television personality Heidi Klum, who stars in original content created with BBH USA. Set in the world of the highly anticipated sequel, Klum raises a glass to The Devil’s Roast—a reimagined espresso martini inspired by Miranda Priestly’s iconic coffee order. “I’ve always loved how both fashion and film tell a story, and that same level of craft is exactly what makes this GREY GOOSE collaboration so special,” Klum said. “The Devil’s Roast cocktail is bold, sophisticated, and of course, stunning. I can’t wait for the fans to grab a glass and join the party!”
The Devil’s Roast, crafted with GREY GOOSE vodka and finished with three gold-dusted coffee beans, delivers rich flavour and sleek presentation. Fans can experience the cocktail at GREY GOOSE pop-ups in New York City on April 14, 21, and 23, where it will be paired with gold-dusted popcorn for a chic cinematic indulgence. Select theatres nationwide will also serve GREY GOOSE cocktails when the film opens, extending the Runway-approved experience to audiences across the country.
Aleco Azqueta, Vice President of Global Marketing at GREY GOOSE, emphasised the brand’s cultural positioning: “Collaborating with The Devil Wears Prada 2 felt like a natural extension of our legacy. With our French heritage and longstanding connection to the world of fashion, we saw an opportunity to create something special for fans, celebrating the return of this iconic franchise with a cocktail that feels both timeless and modern.”
The campaign also includes high-impact billboards across New York City, limited-edition GREY GOOSE packaging inspired by the film, and activations in London and Canada. In the UK, The Devil’s Roast will feature on menus at premium bars and restaurants, while Canadian fans will see high-impact media showcasing the collaboration.
GREY GOOSE’s partnership with The Devil Wears Prada 2 underscores its enduring presence in fashion culture, from Paris to New York Fashion Week, and now to the big screen. With Heidi Klum at the centre and The Devil’s Roast as its signature serve, the campaign delivers a stylish toast to one of cinema’s most iconic franchises.
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