Coca-Cola, Samsung and L’Oréal tap into the “The Devil Wears Prada 2” phenomenon
The release of The Devil Wears Prada 2 has become one of the year’s biggest digital conversation phenomena, especially at the intersection of entertainment, fashion, and brand marketing. A social listening analysis conducted by SAMY shows that this comeback has sparked cultural interest far beyond the box office.
The return of Meryl Streep, Anne Hathaway, and Emily Blunt to the big screen has been one of the main drivers of conversation. According to the data, searches for “Meryl Streep 2026” spiked by over 180%, while those related to Anne Hathaway grew by 80%, coinciding with the Met Gala, one of the most globally intense moments for fashion conversation.
The report highlights that the launch strategy has been built in phases. Initially, acting talent led the first wave of interest; later, promotional assets such as the trailer or release date consolidated demand toward franchise-related terms.
“This behavior shows that in cultural marketing, talent is the primary communication asset. Brands that align with high-impact figures—whether actors, artists, or creators—at the right moment will gain a window of organic visibility that no media investment can replicate,” explains Ricky Pombo, Head of Influencer Marketing Iberia at SAMY.
Brands join the phenomenon
The film’s aspirational universe has also become a platform for brands across beauty, food, technology and lifestyle. SAMY identifies several activation strategies shaping the trend, from limited editions to consumption experiences inspired by the saga.
TRESemmé and Coca-Cola have launched limited-edition products, while Samsung has leveraged visual elements tied to the film’s aesthetic to strengthen brand association on social media. L’Oréal, together with Kendall Jenner, has recreated narrative codes from the film to connect with fans, and Disney capitalized on the moment with an exclusive premiere in Madrid featuring influencers, celebrities, and creators.
Other brands such as Starbucks and Grey Goose have brought the phenomenon into the experiential space through menus and cocktails inspired by characters like Miranda or Andy, translating the film’s universe into consumers’ daily routines.
Beyond brand campaigns, social media has amplified the phenomenon through spontaneous participation from users, influencers and creators. The recreation of iconic scenes, adoption of character archetypes and the creation of trends have turned the release into a case study on how a film can evolve into a full cultural ecosystem.
Watch our analysis on TikTok!
@samy.global The Devil Wears Prada 2 didn’t just bring back Miranda Priestly. It brought back the era of the must-have object 🍿 A popcorn bucket, designed like a luxury item ✨ shared like a meme, desired like a Prada bag 😎 This is not luck. It’s brand strategy wearing heels. More insights at samy.com #devilwearsprada #sociallistening #brandstrategy #marketinggirlies #marketingagency ♬ original sound – The Devil Wears Prada 2
