smartwater Launches Special Edition ‘Cerulean’ Bottle for The Devil Wears Prada 2

In 2006, Miranda Priestly delivered the most devastating monologue in fashion history, famously schooling a young assistant on the history of a “lumpy blue sweater”—which was, in fact, cerulean.

Twenty years later, that iconic shade is back, but this time, it’s not on a sweater. It’s on a bottle of water. To herald the arrival of The Devil Wears Prada 2, smartwater is leaning hard into cultural nostalgia with a limited-edition “cerulean” bottle.

smartwater is a premium, vapor-distilled water brand owned by The Coca-Cola Company. Positioned as a lifestyle brand rather than a simple commodity, smartwater consistently uses high-end partnerships—often involving fashion and high-culture figures—to justify its price point.

By aligning itself with the sequel to a cult-classic film, the brand is attempting to reinforce its status as a “discerning” choice for the fashion-conscious consumer.

The marketing campaign is as precise as the film’s villain herself. The special edition bottle replaces the brand’s signature clear aesthetic with a deliberate, deep cerulean hue. But the real engagement play is the “smartwater cerulean” digital challenge.

Fans can visit a microsite where they are tasked with identifying the specific shade of cerulean from a “sea of blue,” all while guided by the dry, judgmental wit of the film’s lead character.

• The Collectibility Factor: By stocking these at select Target locations across the U.S. starting April 16, with a restock towards the end of the month and emphasizing that they are “limited,” smartwater is manufacturing scarcity—a classic tactic to drive social media buzz and collector interest.
• Cultural Fluency: The campaign isn’t just about drinking water; it’s about signaling “cultural fluency.” If you know the shade, you’re part of the club. If you don’t, the film’s monologue is there to explain why you should care.
• Interactive Cinema: With AMC tickets as a potential prize, the campaign ties physical retail directly into the theatrical release experience, effectively turning every water bottle into a movie marketing tool.

Is it a transparent attempt to sell premium water through movie hype? Absolutely. But it’s also an example of how modern brands are becoming part of the “film universe.”

Instead of just sponsoring the movie, smartwater is embedding itself into the lore of the franchise.

For the average shopper, it’s just a blue bottle. For the Devil Wears Prada fan, it’s a wearable—or rather, drinkable—badge of honor.

Whether or not The Devil Wears Prada 2 lives up to its predecessor, smartwater has already succeeded in ensuring that, for the next month, you won’t be able to look at a blue bottle without thinking about cerulean.

Fans can visit cokeurl.com/smartwater-cerulean-sweeps to play, no purchase necessary.