- Starbucks is collaborating with 20th Century Studios with “The Devil Wears Prada 2.”
- The campaign includes brand placement in the film, a secret menu of drinks inspired by the characters, as well as copies of a limited edition Runway Magazine handed out in the Starbucks in the Empire State Building beginning April 24th.
- Additionally, Starbucks sent interns on coffee runs in NYC store locations and handed out coffee to fans. The interns were then surprised with invitations to the NYC premiere of the film.
Integration in film is a common way for a brand to show up in culture as it gives the brand an opportunity to participate in the wider conversation happening around the film both online and in real life. Starbucks has long been a part of “The Devil Wears Prada” story.
By offering “The Devil Wears Prada 2” secret menu, the coffee chain has an opportunity to draw new customers and delight existing customers in this new moment for the film.
“Starbucks has been part of The Devil Wears Prada universe since the original film,” said Erin Silvoy, senior vice president of global marketing at Starbucks, in a statement. “We’re excited to bring that connection to life again, giving fans a way to step into the moment – starting with their daily coffee.”
The menu includes: Miranda’s Signature Order (no-foam, extra-shot, extra-hot Caffè Latte with nonfat milk; Andy’s Cappuccino (an oat milk Cappuccino with caramel and cinnamon); Nigel’s Go-to Doppio (a Doppio Espresso Con Panna with mocha sauce) and Emily’s Fave Iced Chai (an Iced Chai Latte with almond milk and sugar free caramel.
The collaboration will run globally limited-edition cups, phone, charms and bag accessories available in Starbucks locations in China.
