The Devil Wears Prada 2 may have only just hit cinemas a few days ago, but the buzz around it has been building for much longer. Naturally, marketing teams across the Middle East were quick to tap into the hype, rolling out creative social media campaigns that cleverly play on the film’s most iconic references. Here’s a look at the standout campaigns that caught our attention.
Locken – Egypt
Egyptian haircare brand Locken also joined the conversation, using AI to reimagine the film’s main cast with a range of different hair types. The creative twist placed the iconic characters in a new light, bringing them to life in a way that connected the movie’s glamour with the brand’s focus on diverse, real-world haircare: an approach that made the campaign stand out in the wider buzz.
Knot Bakehouse – UAE
UAE-based Knot Bakehouse, known for its specialty coffee and matcha offerings, also leaned into the moment by reworking Miranda Priestly’s iconic cerulean sweater monologue into a full-blown marketing concept. The café celebrated the film’s release with themed blue cup sleeves and a limited-edition matcha drink topped with cerulean foam, turning a classic fashion monologue into a playful, visually driven nod to the movie.
Moishi – Egypt
Egyptian restaurant Moishi, known for its indulgent mochi, fluffy pancakes, and hearty savory breakfasts, also tapped into the trend by reimagining the film’s characters enjoying a Moishi drink. The playful visuals placed the brand’s signature offerings into the world of The Devil Wears Prada, blending pop culture with its distinctly Egyptian identity.
Starbucks – Middle East
In collaboration with the film, Starbucks branches across the Middle East rolled out a limited-edition menu inspired by its iconic characters, with each drink designed to reflect a distinct personality. The concept allowed customers to match their order to their favourite character, bringing a playful touch of the movie’s world into everyday café culture and letting fans experience a bit of its essence with every sip.
VOX Cinemas – UAE
To celebrate the film’s cinema release, VOX Cinemas in the UAE introduced a special dessert for moviegoers that channels the film’s signature energy. The treat, a strawberry and brownie cup drizzled in rich chocolate sauce, mirrors the movie’s refined aesthetic and colour palette, offering a sweet, themed experience that brings a touch of The Devil Wears Prada glamour to the big screen.
The Better Concept – Egypt
Egypt’s popular matcha spot The Better Concept also leaned into the moment, using the opportunity to spotlight its signature drinks in a playful, cinematic way. The brand placed its matcha inside the movie’s iconic red cinema popcorn bag, reimagining it as a vessel for drinks instead of snacks. The visual twist tied the café’s identity to the film’s aesthetic, blending the pop culture reference with its own product.
VOX Cinemas – KSA
KSA’s VOX Cinemas also tapped into the film’s hype by launching a special promotion for moviegoers. Customers who booked tickets were entered for a chance to win the film’s iconic red popcorn bag, a collectible tie-in that quickly sparked excitement and conversation, encouraging fans to rush and secure their seats in hopes of getting their hands on the limited-edition item.
In Your Shoe – Egypt
Egyptian clothing brand In Your Shoe reimagined the film’s characters through a fresh, streetwear-inspired lens. The campaign dressed the iconic cast in pieces from the brand’s collection, giving their looks a modern, edgy twist. The result felt playful and unexpected, blending cinematic nostalgia with contemporary style in a way that made the characters feel both familiar and newly reinterpreted.
Churrito – Egypt
Churrito Egypt also joined in on the fun, dressing its crispy churros in a full Prada look to tie into the film’s release. The campaign leaned into the theme with a full costume concept, then topped it off with a cinema ticket giveaway, turning a simple product into a clever, buzz-worthy moment that connected directly to the movie hype.
VASKO – Egypt
Egypt’s Vasko Café also tapped into the trend by imagining what each character’s go-to drink would be from their menu. The campaign cleverly tied these picks to the characters’ personalities and storylines, seamlessly blending the café’s offerings with the world of the film in a fun and relatable way.
Cilantro Cafe – Egypt
To market their latest line of pistachio drinks and desserts, Egypt’s beloved 26-year-old café Cilantro tapped into the moment with a playful nod to the film. The brand reimagined the iconic heel from the movie’s poster as a carrier for its new pistachio range, finishing the post with Miranda Priestly’s iconic line: “That’s all.”
Together, these campaigns show just how effortlessly Middle Eastern brands can turn a pop culture moment into something playful, relevant, and seriously creative. From clever visuals to iconic references, marketing teams across the region proved they’re always ready to tap into the conversation. If anything, this wave of The Devil Wears Prada–inspired content makes one thing clear: when the moment calls for it, these brands don’t just follow trends; they serve fresh ideas.
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