GREY GOOSE x ‘Devil Wears Prada 2’ Taps Heidi Klum for Experiential Campaign

GREY GOOSE is pouring fashion, film, and vodka into one glass for its latest global campaign.

The French vodka brand has partnered with “The Devil Wears Prada 2,” with Heidi Klum headlining a multi-platform push that stretches from social content to real-world experiences.

Created with BBH USA, the campaign centers on a custom content piece set inside the film’s universe.

Here, Klum channels the high-pressure world of the Runway Magazine while holding the campaign’s hero drink, "The Devil’s Roast."

It's a twist on the espresso martini inspired by Miranda Priestly’s iconic coffee order, served with gold-dusted coffee beans. 

“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,” said Klum.

“The Devil's Roast cocktail is bold, sophisticated, and of course, stunning.”

GREY GOOSE's most recent work builds on its long history in fashion, spanning runway events and designer partnerships.

In 2024, it launched a campaign featuring tennis star Francis Tiafoe to celebrate the start of the U.S. Open, with a focus on sports and style. 

For the brand, its new Devil Wears Prada initiative is more than a film tie-in.

It’s a brand partnership designed to make the vodka top of mind on screen, in social feeds, in bars, and on retail shelves.

Aleco Azqueta, VP of Global Marketing at GREY GOOSE, sees it as a natural fit.

“Collaborating with ‘The Devil Wears Prada 2’ felt like a natural extension of that legacy," Azqueta said in a press release. 

Where the Experience Happens

The hero spot starts with Klum in the studio.

Here, she is asked by an interviewer how Miranda Priestly, Meryl Streep's eccentric character in the film, is really like in real life. 

"I've seen her judge a cocktail the same way she judges a collection," Klum responds to the interviewer. 

The actress then states that every detail Priestly obsesses over "actually makes all the difference."

"Santé," she tells the viewers, as the spot ends. 

The efforts move quickly from screen to street.

In New York City, GREY GOOSE will be rolling out pop-up bars, serving "The Devil’s Roast" on select April dates at Zuccotti Park and Manhattan West Plaza.

Each location pairs the cocktail with gold-dusted popcorn, creating a setting that mimics the film’s tone.

The push stretches into theaters as well.

When the film opens on May 1, select cinemas across the U.S. will serve GREY GOOSE cocktails, elevating your average cinema outing.

On the retail side, a limited-edition GREY GOOSE box inspired by the film will hit shelves starting April 1, offering a collectible tied directly to the franchise.

Lastly, out-of-home billboards across New York City further push the campaign, bringing its visuals into everyday urban spaces.

GREY GOOSE’s Film-Driven Cocktail Campaign

GREY GOOSE x “The Devil Wears Prada 2” works because it goes beyond borrowing from the film.

Instead, the spot weaves the product into the storyline in a way that feels natural, without distracting the audience.

The cocktail feels like something Miranda Priestly would actually order, so it doesn’t come across as forced or unrealistic.

Not only is it smart creatively, but data shows it's also likely to drive performance.

In 2026, 78% of B2B marketers say experiential content increases repeat engagement, according to a TopRank Marketing and Ascend2 report.

And the GREY GOOSE campaign is certainly an experience.

Taking a holistic approach, this holistic approach provides people with something to watch, taste, and share.

Plus, the limited-edition packaging keeps the idea going after the credits roll, turning the campaign into something people can take home and keep.

Bacardi Limited, GREY GOOSE’s parent company, is the world’s largest privately held spirits company.

Its portfolio spans more than 200 brands across 170+ countries, enabling global campaigns like this to gain traction.

Our Take: Can a Cocktail Carry a Movie?

The "Devil Wears Prada 2" is on a roll with its collabs lately.

L'Oréal recently launched its own film tie-in and Oscar-linked push with Kendall Jenner and Simone Biles, while TRESemmé and Paige DeSorbo created a campaign centered on the film's themes. 

GREY GOOSE followed suit.

Much like the others, it’s glossy, a little indulgent, and very aware of the world it’s stepping into.

You’ve got a drink that looks like it belongs on Priestly’s desk, a supermodel who sells the attitude, and a campaign that doesn’t stop at the screen.

Too many film tie-ins end at awareness, but this one gives you something to taste, hold, and post. 

In other news, Feastables recently partnered with Illumination ahead of the Super Mario Galaxy theatrical release, creating snacks aligned with the video game film's aesthetics. 

Check out our top experiential marketing agencies that design campaigns to spark joy among audiences.