Starbucks Brings ‘Devil Wears Prada 2’ In-Store With Character Drinks

Starbucks has announced a global collaboration with 20th Century Studios' "The Devil Wears Prada 2," arriving ahead of the film's May 1 theatrical release.

The campaign introduces four character-inspired secret menu drinks available in the Starbucks app starting April 20.

Each one is a "flavorful reflection" of the personalities that fans have followed since the original 2006 film.

Miranda's Signature Order is a no-foam, extra-shot, extra-hot caffè latte with nonfat milk, while Andy gets an oat milk cappuccino with caramel and cinnamon.

Nigel's is a double espresso, and Emily's is a low-sugar iced chai.

From April 24, the Starbucks Reserve location in New York's Empire State Building will also stock a limited-edition promotional "Runway Magazine."

Starbucks also features in the film itself, making this a full placement and partnership campaign.

The Campaign in Context

"The Devil Wears Prada" has maintained a loyal fanbase for two decades, and the sequel reunites Meryl Streep and Anne Hathaway in a story that picks up where the original left off.

Lylle Breier, EVP of Partnerships, Promotions, Synergy and Events at Disney, spoke about the partnership in the official press release:

"We are thrilled to be collaborating in such a big way with Starbucks on a bold, clever, and thematic global program designed to delight fans around the world."

The execution gives the film a retail presence in thousands of locations globally ahead of the opening weekend.

This is a big distribution advantage in a competitive theatrical window.

The nostalgia marketing angle also gives both parties a shared audience to speak to.

Fans who grew up with the original are the demographic most likely to engage with the sequel.

At the same time, the character drinks are meant to appeal to that audience in a daily ritual they already participate in.

How the Partnership Is Structured

This collaboration is worth studying for how it builds across different layers of engagement.

In-film placement grounds the Starbucks presence in the story itself, while the secret menu extends it into the app.

The Empire State Building activation also gives press and fans a physical event to cover and photograph.

Meanwhile, the China-specific merchandise shows how the campaign has been adapted for markets where IP engagement takes a different form.

Each layer reaches the audience at a different touchpoint, and together, they give the campaign a strong geographic and cultural reach.

This kind of partnership shows how brands can build around one idea and carry it across different channels globally.

• Activation works best across multiple touchpoints. Brands can use app, in-store, and physical formats to match different audience behaviors.
• IP can carry meaning without extra explanation. Marketers can rely on familiar details to communicate character and context quickly.
• Regional adaptation increases impact. Companies can tailor executions based on how audiences engage with IP in different markets.

Starbucks’ coffee order fits naturally into a film about a high-pressure fashion workplace, showing how marketing is most effective when the products belong in the world they enter.

Our Take: Does the Partnership Hold Together?

We think it does, and the in-film placement is the detail that gives it substance.

Secret menu drinks linked to entertainment properties are common enough that the format alone rarely generates sustained attention.

However, in this case, the in-film integration changes the equation.

Audiences who see Starbucks in the film will understand the character drinks as an extension of something they're already a fan of.

This gives the promotion a different kind of relevance and staying power.

The original film’s brand power still carries real weight, with fans returning to its characters, lines, and aesthetics 20 years after its release.

This reach extends across categories, with Diet Coke also tapping into the sequel through a separate campaign built on the same fandom.

Brands building entertainment partnerships need agencies that understand how to align brand positioning with the cultural moment a film or property is trying to own.

Take a look at the top brand strategy agencies in our directory.