Disney’s Prada 2 Marketing Blitz Turns a Sequel into a Cultural Moment
Disney orchestrated an unprecedented $250 million, multi-brand marketing push for The Devil Wears Prada 2, enlisting dozens of partners (from Dior to Coca‑Cola, Google to Lancôme), plus Oscar- and Met Gala–themed activations, to reach younger audiences and turn the sequel into a cultural moment; the campaign helped drive a global box office total of about $433 million by May 11, surpassing the 2006 original.