Diet Coke x The Devil Wears Prada 2

The Devil Wears Prada 2 cinematic release provided Diet Coke with a high-profile cultural partnership and an opportunity to connect with customers through a moment already capturing attention and conversation.

Coca-Cola Europacific Partners wanted to bring that excitement into the retail experience. Working with us, the aim was to create a campaign that encouraged customers to get involved, strengthened their connection with Diet Coke and delivered measurable growth.

Campaign Objectives:

• Build excitement around Diet Coke’s partnership with The Devil Wears Prada 2.
• Turn that excitement into customer participation and purchase.
• Strengthen consideration and purchase through connected retail media.
• Deliver measurable sales uplift and brand growth.
• Understand how different touchpoints influenced customer behaviour throughout the journey.

Cultural partnerships can attract plenty of attention. But how do you turn that attention into action?

Coca-Cola Europacific Partners wanted to create an experience that felt relevant and rewarding for customers, while making it easy for them to take part.

It also needed a clear view of how customers engaged with the campaign, what they went on to buy and which touchpoints delivered the strongest results.

We created a connected customer journey that brought together inspiration, purchase and reward. 

Using loyalty insights, we identified relevant audiences and reached them with messaging designed to build excitement. Onsite and in-store media then kept Diet Coke front of mind throughout the shopping journey. 

Customers who bought qualifying Diet Coke products could unlock a cinema reward. This gave them another reason to take part and created a clear connection between the film partnership, the purchase and the reward. 

The campaign was powered by Nectar360 Pollen, bringing audiences, activation and measurement together. This gave Coca-Cola Europacific Partners a clearer view of how customers moved through the journey and which touchpoints helped drive sales. 

Beyond the strong numbers, the campaign showed the value of connecting loyalty insights, retail media and customer rewards. Coca-Cola Europacific Partners could see how customers engaged throughout the journey and gain a clearer understanding of what drove participation, purchase and growth.