Diet Coke and smartwater Make Their Runway Debut with 20th Century Studios’ The Devil Wears Prada 2

Diet Coke and smartwater Make Their Runway Debut with 20th Century Studios' The Devil Wears Prada 2

Fan-focused experiences celebrate the highly anticipated sequel's iconic style and energy

03-17-2026

Diet Coke and smartwater make a fashionable entrance alongside The Devil Wears Prada 2, sparking immersive and stylish fan experiences.

• Both brands will feature unique campaigns inspired by the film, engaging audiences in multiple markets with interactive activations and special editions.
• Smartwater's interactive digital experience offers fans exclusive rewards and designs, connecting the legacy of the original film to its anticipated sequel.
• Diet Coke's campaign includes slim cans and a custom ad, highlighting iconic moments as the film's influence extends globally through creative, fan-focused strategies.

Runway Beverages Align with Style Icons

The fashion world is abuzz, and The Coca-Cola Company is ready to make a statement. Diet Coke and smartwater are joining The Devil Wears Prada 2, in theaters May 1, as integrated beverage brands, placing two of Coca-Cola's most iconic names at the center of one of the year's most anticipated cultural moments. Both brands will launch fan-focused campaigns designed to engage audiences across key markets - globally for Diet Coke and in United States for smartwater - extending the film's influence well beyond the runway.

"In The Devil Wears Prada 2, taste is everything," said Lylle Breier, EVP, Partnerships, Promotions, Synergy & Events at Disney. "We are delighted to extend our long-standing relationship with Coca-Cola with this epic Diet Coke and Smartwater collaboration in a way that feels classic and authentic-two iconic brands that embody the kind of style and confidence our audience - and Miranda Priestly herself - expects."

Immersive Experiences and Unique Activations

Both brands will launch immersive fan-focused campaigns designed to bring the film's runway energy, signature style, and iconic moments to life. Diet Coke's activations feature special edition slim cans and a bespoke ad set in the film's Runway offices, capturing the iconic moment when fashion pauses for a much-needed Diet Coke break. The collaboration will roll out across the United States of America, United Kingdon, Mexico, Chile and other select regional markets beginning mid-March with localized campaign activations tailored to regional preferences and market dynamics.

"Diet Coke has long lived at the intersection of fashion and culture, and The Devil Wears Prada 2 builds on the iconic legacy of the original while capturing a fresh, modern energy that continues to inspire style ambition across generations." Said Stacy Jackson, Vice President Coca-Cola Trademark. "This collaboration is a celebration of that shared legacy - bringing together two icons in a way that feels authentic, modern, and rooted in fandom."

Connecting Fans Through Style and Hydration

Building on its reputation as the hydration brand synonymous with modern style and discerning taste, smartwater will unveil a stylish nod to one of the original film's most iconic moments. As part of The Devil Wears Prada 2 campaign, fans can engage with an interactive digital experience and a chance to win rewards* - including a special edition redesigned smartwater bottle - connecting the beloved legacy of the first movie to the excitement of the sequel.

"The Devil Wears Prada remains a defining reference point in pop culture, resonating with the same audiences who gravitate toward smartwater's modern, design-minded perspective," said Sue Lynne Cha, Vice President, Water & Tea Category. "By spotlighting one of our most signature brand cues in a new way, we're giving fans an opportunity to engage with the story through thoughtful details woven into both the packaging and the digital experience."

The collaboration celebrates Coca-Cola's commitment to creating moments of joy and human connection. Diet Coke's association with fashion and lifestyle culture, combined with smartwater's positioning in the premium hydration space, creates natural and authentic interactions within the film's iconicity and audience appeal.