Bacardi has partnered with 20th Century Studios’ The Devil Wears Prada II and supermodel Heidi Klum for a US-led activation for the Grey Goose vodka brand.
Klum has been recruited to front an advert for Grey Goose in a nod to the fashion movie sequel. The “multi-platform programme” also includes pop-up activations, themed cocktails, in-cinema activations and limited-edition Grey Goose packaging.
The short (below) – called All Access – is a “reimagining” of a well-known scene from the original film, where tyrant boss Miranda Priestly orders her assistant to buy her a “no-foam skimmed latte with an extra shot“. In the Bacardi version, Klum berates the filming team for only giving her two coffee beans on her espresso martini.
Five film-inspired Grey Goose cocktails will be served at pop-ups in New York City on 14, 21 and 23 April, alongside “gold-dusted” popcorn. “Select” cinemas will also sell special Grey Goose cocktails when ‘The Devil Wears Prada II’ opens on 1 May.
Additional elements of the include billboards in New York and a limited-edition Grey Goose gift box available from 1 April “at various retailers nationwide”, with an unspecified SRP.
There will also be some activity in the UK, where the themed cocktails will feature on menus “across premium bars and restaurants” in London. In Canada, there will be some “high-impact media” featuring the five serves.
Bacardi’s global marketing VP Aleco Azqueta said the collaboration aligns with the brand’s “French heritage and longstanding connection to the world of fashion”.
Last week, Bacardi announced a partnership for its namesake rum brand with Tainy, the producer behind Latin-American stars Bad Bunny and JLO.
