The Devil Wears Prada 2

Objective

Capitalize on The Devil Wears Prada 2 film launch by connecting smartwater's iconic blue bottle to a memorable cultural moment from the original film—the cerulean monologue. The campaign aimed to demonstrate brand discernment and drive engagement through a playful digital experience tied to special-edition packaging.

Solution

Barbarian Group created a color-spotting game where users identify cerulean blue among a field of similar blue shades. Players accessed the game via QR codes printed on special-edition smartwater cerulean bottles distributed at Target and other retail locations. The free digital experience challenged fans nationwide to spot the subtle color shift and prove their 'discerning taste,' with winners eligible for exclusive prizes including a replica of Andy Sachs' iconic sweater from the film. The campaign integrated retail activation, QR-linked packaging, digital gameplay, and influencer/PR kits.