GREY GOOSE struts into the world of The Devil Wears Prada 2
GREY GOOSE partners with supermodel and Emmy-winning television personality Heidi Klum for a global campaign celebrating the anticipated new film.
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GREY GOOSE, the quintessential French vodka, announce its collaboration with one of this year’s most highly anticipated films, 20th Century Studios’ The Devil Wears Prada 2, with a bold, multi-platform program that merges fashion, film, and cocktail culture into the perfect serve.
From celeb forward content starring supermodel and television personality Heidi Klum, to immersive pop-up experiences, specialty cocktails, in-theatre activations, and limited-edition bottle packaging, the iconic vodka brand is delivering a campaign that celebrates The Devil Wears Prada 2 more than 20 years after the original film debuted and cemented its status as one of cinema’s most enduring cultural touchstones.
To bring the moment to life, GREY GOOSE has enlisted Klum to star in an original content piece, created in partnership with BBH USA, taking place in the world of the highly anticipated sequel, with a cocktail in hand. Featuring The Devil’s Roast, a reimagining of Miranda Priestly’s iconic coffee order from the original film with a GREY GOOSE twist, Klum reflects on the exacting standards behind Runway Magazine and the fashion industry at large, drawing a parallel to the craftsmanship behind the collaboration and signature cocktail.
Credits
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- Talent Heidi Klum
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Credits
powered by- Agency BBH/New York
- Talent Heidi Klum
“I've always loved how both fashion and film tell a story, and that same level of craft is exactly what makes this GREY GOOSE collaboration so special. Joining the iconic The Devil Wears Prada 2 universe is just so fun and every look, every line, and every detail has to be just right," said Klum. "The Devil's Roast cocktail is bold, sophisticated, and of course, stunning. I can't wait for the fans to grab a glass and join the party!”
The collaboration is a natural extension of GREY GOOSE’s longstanding presence within the fashion industry. Since its inception, the brand has partnered with fashion industry titans, institutions and designers while supporting globally relevant fashion moments at Paris, New York, and London Fashion Week and beyond.
At the centre of the campaign is The Devil’s Roast cocktail that reimagines the classic espresso martini cocktail, long nicknamed the “model martini” for its origins in fashion culture. Crafted with GREY GOOSE vodka and finished with three gold-dusted coffee beans, the cocktail delivers a sleek, sharp presentation. Delivering rich flavour and elevated energy, The Devil’s Roast is designed as the ultimate fashion moment in a glass.
“GREY GOOSE has always lived at the intersection of culture and craftsmanship,” said Grey Goose Vice President of Global Marketing Aleco Azqueta. “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.”
