"The
Devil Wears Prada 2" has enlisted supermodel Heidi Klum for a Grey Goose vodka spot, titled "All Access," ahead of its premiere. OOH billboards will also appear in New York in SoHo and Chelsea.
BBH Global is responsible for the creative, which appears on digital and social media.
In the cheeky ad, Klum references Runway's demanding editor Miranda Priestley as she savors her cocktail, "The Devil's Roast," a mixture of Grey Goose, espresso and coffee liqueur.
"All Access" references a scene in the original movie, when Priestly orders her assistant to secure a "no-foam skimmed latte with an extra shot." In the Bacardi version, Klum notes the
assistant only gave her two coffee beans on her espresso martini instead of three.
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The advertising push includes pop-up activations in New York April 14, 21 and 23 at Zuccotti Park and
Manhattan West Plaza, as well as in-cinema activations at AMC Theaters, Cinemark and Regal Cinemas. Select movie theaters will also sell special Grey Goose cocktails when "The Devil Wears Prada
2" opens on May 1.
There will be additional hospitality partnerships with Waldorf Astoria Hotels & Resorts nationwide, with vodka promotions in the U.K. and Canada. The film, starring
Meryl Streep and Anne Hathaway, originally debuted 20 years ago.
The work is an extension of Grey Goose's long association with the fashion world. "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. Every look, every line and every detail has to be just right," said Klum.
Aleco
Azqueta, vice president of global marketing, Grey Goose, added: "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."