Disney Unleashes 14-Brand Devil Wears Prada 2 Campaign as Movie Tie-Ins Chase Bigger Returns
Updated
Updated · KITV Honolulu · May 11
Disney Unleashes 14-Brand Devil Wears Prada 2 Campaign as Movie Tie-Ins Chase Bigger Returns
2 articles · Updated · KITV Honolulu · May 11
Disney has built a broad promotional push for “The Devil Wears Prada 2,” pairing the sequel with 14 official brands including L’Oreal Paris, Starbucks, Diet Coke, Mercedes-Benz and Tiffany & Co.
The studio is also licensing the film’s logo to retailers and consumer brands such as Walmart, Old Navy and Tweezerman, extending the campaign from luxury fashion cues to mass-market products like $49.99 sweaters and nail clippers.
Executives say the goal is to create a coordinated “fashion collection” of marketing that keeps the movie in cultural conversation without revealing too much footage before its May 2 theatrical release.
Studios are leaning harder on such tie-ins because they can convert attention into sales: Launchmetrics said Barbie’s Zara collaboration generated $11 million in media impact value, while Wicked’s r.e.m. beauty tie-up drove $15 million.
The strategy reflects a wider Hollywood playbook in which blockbuster films and TV shows now rely on sprawling brand ecosystems to reach new audiences and stretch a title’s commercial lifespan.
Has the 'Barbie' model of massive brand deals become the only path to blockbuster success?
When does a film’s marketing campaign risk overshadowing the movie it's meant to promote?