Coca-Cola Europacific Partners has launched an integrated brand campaign in partnership with The Devil Wears Prada 2, which places Diet Coke at the centre of one of the most globally anticipated films.

Diet Coke is set to launch an immersive, fan-based campaign which is designed to bring the iconic film’s moments to life, which will help retailers benefit from the traction around the upcoming movie.

Some of the activations include special edition packaging and an ad set in the movie’s Runway offices.

This move aims to push visibility for Diet Coke among shoppers and drive stand-out performance within the stores.

Lylle Breier, EVP, partnerships, promotions, synergy & events at Disney said: “In The Devil Wears Prada 2, taste is everything. We are delighted to extend our long-standing relationship with Coca-Cola with this epic Diet Coke collaboration in a way that feels classic and authentic – an iconic brand that embodies the kind of style and confidence our audience – and Miranda Priestly herself – expects.”

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The collaboration will launch across Europe, including Great Britain, Germany, Spain and Ireland, from mid-March onwards with localised campaigns for each region.

Within the European markets, consumers can stand a chance to win a trip to New York City alongside different daily prizes, including cinema tickets and exclusive The Devil Wears Prada 2 and Diet Coke merchandise.

The campaign will run across television, digital, social media and out-of-home channels, which aims to promote a strong reach and visibility to shoppers in-store.

This reiterates the brand’s commitment to helping retailers capitalise on high-profile cultural moments that can appeal to shoppers.

Rob Yeomans, VP, commercial development at Coca-Cola Europacific Partners GB, said: “Diet Coke is an iconic brand with a strong connection to fashion and culture, and it continues to resonate with a highly engaged and loyal shopper base. Partnerships like this are a powerful way to keep the brand relevant and drive excitement at scale.”