The Coca-Cola Company has rolled out a campaign, 'Diet Coke Break', spotlighting its partnership with the upcoming movie sequel, The Devil Wears Prada 2, set to hit theatres on 1 May.

The fan-focused global campaign, anchored by an ad film, has been developed by WPP Open X, led by Ogilvy New York.

A teaser released a week earlier offered a glimpse into the world of the fictional fashion publication Runway, centring on the editor’s desk, presumably belonging to the fictional character Miranda Priestly, with a singular Diet Coke in focus. As the assistant sets the desk, a voiceover notes that the only thing better than one is a second, before ending with the film’s association with the upcoming movie and its release date.

In the recently released full film, the scene unfolds inside Runway, where Priestley’s approval book sets the tone for the day. As word spreads through a work group message that Priestly is stepping out for a break, the office collectively slips into what appears to be its best-kept ritual, a Diet Coke break. Heels come off, comfortable shoes go on, and the team gathers in a conference room stocked with chilled cans, served the classic way with ice and lemon. Meanwhile, the assistant rushes alongside Priestly, briefing her on a packed schedule. Back in the office, the team cracks open cans and briefly unwinds. Once the assistant wraps up and Priestly moves on, she delivers a crisp “That’s all,” (an iconic dialogue used by Priestly in the film) before pausing to open her own Diet Coke, neatly tucked into a specialised pouch, as the film draws to a close.

What we think about it: Blending nostalgia with sharp cultural cues that fans are aware of, the film leans into the fandom of both the movie and the brand. It’s an entertaining watch that builds neatly on the sequel’s hype, further amplified by the launch of limited-edition The Devil Wears Prada 2 cans.

The new ad film was released on 20 April on Instagram.