• by Tanya Gazdik , Yesterday

Move over, “Barbie” and “Wicked.” Hello, “The Devil Wears Prada 2.”

It’s not just fashion brands getting behind what is likely to be one of hottest movies of the year. 

“First, it’s important to understand the difference between official collaborations and licensing deals,” according to CNN. “In an official capacity, the movie paired with: L’Oreal Paris, Smartwater, Diet Coke, Starbucks, Samsung Galaxy, Lancôme, TRESemmé, Havaianas, Grey Goose, Google, Mercedes Benz, Tiffany & Co., Dior and Valentino fragrance. Meanwhile, many other brands entered into licensing partnerships with the studio, including Walmart, Tangle Teezer, Old Navy, Lulus and Tweezerman, which is why you’re seeing the ‘Devil Wears Prada 2’s’ logo on a pair of nail clippers.”

Almost as odd a pairing as tweezers is an online property platform. “Zillow is testing its taste against Miranda Priestly's exacting real estate standards, as the online property platform signs on as a brand partner,” according to Marketing Daily.  “Zillow's campaign is built around a hero spot set in the Runway offices, where a trio of editors scrambles into high alert when their legendary editor in chief, Miranda Priestly, pronounces that she is 'sick of the skyline.' The staffers use Zillow Rental's filters as they screen for park views, southern exposure and absolutely no beige -- or carpets.”

Brands were more than eager to get involved with the movie, David Anderson, partner and co-head of the entertainment and marketing group for UTA, told Marketing Brew.

“We have had many, many, many, many, many clients be like, ‘What’s going on with this?’” he said, adding that marketers have been “constantly interested in it.”

An added bonus: Marketers don’t have to make a big case to the rest of the C-suite to get it done, Anderson said. “‘I don’t have to explain this to anybody. I don’t have to explain why we’re doing this. Everybody gets it,’” he said.

To celebrate the film’s premiere, “a plethora of food brands, restaurants, movie theaters and hotels are serving some special meals and cocktails inspired by the movie,” according to Today. “Considering skipping out on these limited edition collaborations? To quote Miranda Priestly, ‘Don’t be ridiculous.’”

Grey Goose adds its own twist to the “model’s cocktail” in its international promotions for the upcoming release, according to Marketing Daily. “The Devil's Roast, Grey Goose’s take on the classic espresso, serves as the centerpiece of the brand’s campaign. The cocktail, which features gold-dusted espresso beans, is inspired by the exacting coffee order preferred by Miranda Priestly.

Which is why is makes total sense that Starbucks' global collaboration even includes a secret menu, according to the company’s press room. Miranda’s Signature Order is a no-foam, extra-shot, extra-hot Caffè Latte with nonfat milk. Because anything less would prompt …questions. Andy’s Cappuccino features Anoatmilk Cappuccino with caramel and cinnamon: simple, elevated, and ready to walk the line between who she was and who she’s becoming. Nigel’s Go-to Doppio is “gird your loins” … a Doppio Espresso Con Panna with mocha sauce – bold and refined. Finally,  Emily’sFaveIced Chai:An Iced Chai Latte with almondmilk and sugar free caramel – fussy, with every sip enjoyed at a glacialpace…or not. 

“While brands including Starbucks and Mercedes-Benz’s Maybach appear in the film, not all the brand partnerships are inclusive of product placement,” according to Marketing Dive. “But through a mix of co-branded ad spots, digital content, experiential activations and limited-edition products, Disney worked to craft bespoke partnerships that fit together seamlessly.”

And if you can’t strike an official deal, you can still be…inspired. 

Havaianas is launching a global campaign for its new Puffed line inspired by the world of “The Devil Wears Prada 2,” according to a pitch from the footwear brand. The campaign aims to leverage the global hype around the premiere to position the Puffed line in sync with the world of haute couture and the aspirational imagination of the audience.

Even being adjacent to the movie has its perks. 

To mark its 125th anniversary, Nordstrom is debuting "Based on a True Story," a new campaign inspired by real customer experiences, premiering in theaters nationwide on April 30 on opening weekend of "The Devil Wears Prada 2," according to a pitch from the company. 

The 60-second cut screens across 1,000+ theaters through May 15, placing Nordstrom in front of a national audience at one of the season's most anticipated cultural fashion moments of the year.