TRESemmé & Devil Wears Prada 2: A ‘Signature’ Partnership to Boost Brand Consideration

Advance tickets for “The Devil Wears Prada 2” went on sale this week, but the film’s marketing strategy extends far beyond traditional advertising. Cinemark Theatres is offering a “Super Ticket” package for $30 that includes a bag charm, an exclusive spring issue of Runway magazine, a medium drink in a co-branded Diet Coke cup, and medium popcorn, alongside admission to the film.

The sequel, arriving May 1, 2026, reunites Meryl Streep, Anne Hathaway, Emily Blunt, and Stanley Tucci twenty years after the original film. Directed by David Frankel and written by Aline Brosh McKenna, the film is being positioned as a cultural moment, and brands are aligning themselves accordingly.

TRESemmé has secured a unique “signature hair brand” partnership with the film, a designation that goes beyond typical sponsorship arrangements. This elevated status, akin to the relationships Infosys has with Madison Square Garden or Gatorade’s with major sports leagues, signals a deeper integration into the film’s world. According to data from Morning Consult, TRESemmé currently has a 28% purchase consideration rate among women aged 18-29, 39% among women aged 30-44 and 45-64, and 30% among women 65 and up. The partnership aims to address a decline in purchase consideration across all female age groups.

The strategy targets women who aspire to the lifestyle depicted in the film but shop at retailers like Target. Nearly 45% of women have altered their spending habits by avoiding brands or reducing purchases due to advertising that doesn’t resonate with them, according to research from Zappi. This disconnect is particularly acute for women in their 30s and 40s, a demographic with peak purchasing power and brand loyalty.

Cinemark is also offering a range of collectibles, including a Popcorn Handbag, a Popcorn Tin, a Tumbler, a Tumbler with Charm, a standalone Bag Charm, and the Diet Coke Souvenir Cup. The Popcorn Handbag, a red structured tote, includes a free same-day refill. The Popcorn Tin and Tumbler also offer free same-day refills.

The approach mirrors strategies previously employed in sports marketing and, more recently, with properties targeting male audiences. The success of the 2023 “Barbie” film appears to have shifted this dynamic, paving the way for “The Devil Wears Prada 2” to fully embrace a broader brand integration strategy.