Grey Goose and Heidi Klum link up for The Devil Wears Prada 2
Bacardi-owned Grey Goose Vodka has launched a global multi-platform campaign featuring supermodel Heidi Klum, which celebrates the release of The Devil Wears Prada 2.
Launched ahead of the premiere of The Devil Wears Prada 2 on 1 May, the new campaign combines fashion, film and cocktail culture into Grey Goose Vodka’s signature Espresso Martini, named The Devil’s Roast.
The global campaign features celebrity-driven content with supermodel and television personality Heidi Klum, along with immersive pop-up experiences, speciality cocktails, in-theatre activations and limited edition bottle packaging.
As part of the initiative, Klum will star in an original content piece created in partnership with BBH USA, set in the world of the sequel.
At the centre of the clip is The Devil’s Roast, a reimagining of Miranda Priestly’s coffee order from the original 2006 film, with a Grey Goose twist.
In the content piece, Klum reflects on the exacting standards behind Runway Magazine and the fashion industry as a whole, drawing parallels between the craftsmanship of the collaboration and the signature cocktail.
Klum commented on the partnership: “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. Joining the iconic The Devil Wears Prada 2 universe is just so fun, and every look, every line, and every detail has to be just right.
“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.”
For Grey Goose, the collaboration is a natural extension of its presence in the fashion industry. The brand has previously partnered with renowned fashion icons, institutions and designers, and has also supported significant global fashion events, including Paris, New York and London Fashion Weeks.
Aleco Azqueta, Grey Goose vice-president of global marketing, said: “Grey Goose has always lived at the intersection of culture and craftsmanship. Collaborating with The Devil Wears Prada 2 felt like a natural extension of that 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.”
US premiere and pop-ups
Fans can experience the new signature cocktail firsthand at the Grey Goose Devil’s Roast pop-ups throughout New York City on 14, 21 and 23 April at Hudson Yards, Zuccotti Park, and Manhattan West Plaza.
Each pop-up will feature The Devil’s Roast cocktail paired with gold-dusted popcorn.
Additionally, select theatres nationwide will offer speciality Grey Goose cocktails when The Devil Wears Prada 2 opens on 1 May.
The US campaign will engage consumers through a range of initiatives, including high-impact out-of-home billboards in New York City, showcasing the film’s fashion-forward energy.
Additionally, starting 1 April, a limited edition Grey Goose speciality box inspired by the movie will be available for purchase at select retailers nationwide.
In addition to media promotions, UK activations will bring the cocktails to life at special events, with The Devil’s Roast cocktail featured on menus at premium bars and restaurants across London.
Fans in Canada can look forward to high-impact media featuring signature Grey Goose cocktails inspired by the film promotion.
Last year, the vodka brand collaborated with Oscar-winning actor Zoe Saldaña to launch a campaign focused on ‘savouring moments of pleasure instead of obsessing over productivity’.
Earlier this year, Grey Goose expanded its range with a new flavoured expression called Berry Rouge.
The Devil’s Roast
Ingredients:
- 45ml Grey Goose Vodka
- 30ml Single-origin espresso
- 20ml Coffee liqueur
- Pinch of Salt
Method: Add all the ingredients to a cocktail shaker filled with ice, then shake vigorously to create foam. Strain into a chilled cocktail glass and garnish with three gold-dusted coffee beans.
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