Grey Goose adds its own twist to the
“model’s cocktail” in its international promotions for the upcoming release of “Devil Wears Prada 2.”
The Devil’s Roast, Grey Goose’s take on the classic
espresso, serves as the centerpiece of the brand’s campaign. The cocktail, which features gold-dusted espresso beans, is inspired by the exacting coffee order preferred by “Devil”s
Miranda Priestly (played by actress Meryl Streep).
A :30 spot, created by BBH USA and seen here, stars supermodel and TV host Heidi
Klum, seated at what appears to be a fashion shoot. As she enjoys The Devil’s Roast cocktail, she reflects on the fictional Runway magazine from the film and the fashion industry in general,
also making sure she received the three gold coffee beans required in Grey Goose’s signature drink.
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“Grey Goose has always lived at the intersection of culture and
craftsmanship,” said Grey Goose vice president of global marketing Aleco Azqueta in a release. “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.”
The vodka brand also has several IRL activations taking place in the lead-up to the film’s release on May 1. Multiple
“Devil’s Roast” pop-ups will appear at New York City’s Zuccotti Park and Manhattan West Plaza on April 14, 21, and 23, featuring the cocktail along with gold-dusted popcorn. Themed
outdoor billboards throughout the city will also support the effort.
A limited-edition Grey Goose specialty box inspired by the film will be available beginning April 1 at retailers
nationwide. Select theaters nationwide will also feature specialty Grey Goose cocktails when the film opens.
In the U.K., the Devil’s Roast cocktail will appear on menus at premium bars and
restaurants in London. An extensive outdoor effort will also take place throughout Canada.