GREY GOOSE
Some partnerships live on screen. The best ones give consumers a chance to step into the story.
As the official vodka partner of The Devil Wears Prada 2, GREY GOOSE® had a unique opportunity to turn a cultural phenomenon into a real-world brand experience. At the center of that opportunity was The Devil's Roast, Miranda Priestly's signature espresso martini, an organic product integration that connected GREY GOOSE to one of fashion and entertainment's most recognizable characters.
The Devil Wears Prada 2
Rather than simply celebrate the partnership through traditional advertising or branded product placement, GREY GOOSE brought The Devil's Roast off the screen and onto the streets of New York City, the city as synonymous with the film as its iconic characters.
The Devil's Roast Tour transformed a familiar New York coffee ritual into a decidedly more fashionable experience. A custom-branded mobile coffee truck traveled to three high-profile Manhattan destinations, inviting legal-drinking-age consumers to experience Miranda's cocktail of choice while stepping into their own version of The Devil Wears Prada.
Inspired by the film's unmistakable fashion-world aesthetic, the experience combined an unexpected cocktail moment with highly visual branding, playful film references, and social-first storytelling. Consumers weren't simply sampling a GREY GOOSE cocktail, they were becoming part of a cultural moment they already knew and loved.
The purpose was to translate entertainment awareness into meaningful brand engagement, using a culturally authentic connection to drive product trial, consumer participation and organic conversation.
Across three NYC stops, the program reached thousands of consumers, exceeding its IRL target audience reach by 14%, demonstrating how a relatively simple, scalable experiential platform could generate meaningful impact beyond its physical footprint.
Ultimately, GREY GOOSE didn't just appear in The Devil Wears Prada 2.
It turned Miranda Priestly's coffee order into New York's most fashionable cocktail.
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