Celebrity Name: Heidi Klum
Brand Name: Grey Goose
Deal Type: Global Brand Campaign / Film Tie-In Partnership
Announced: March 17, 2026
Impact: Elevates Grey Goose’s fashion credentials, boosts anticipation for The Devil Wears Prada 2
- Grey Goose has launched a global multi-platform campaign featuring supermodel Heidi Klum, timed to the release of The Devil Wears Prada 2.
- At the heart of the campaign is a signature cocktail called The Devil’s Roast, a Grey Goose espresso martini riff on Miranda Priestly’s iconic coffee order from the original 2006 film.
- Fans can experience the cocktail at Devil’s Roast pop-ups in New York City on April 14, 21, and 23, and select theaters nationwide will also serve specialty Grey Goose cocktails when the film opens May 1.
- A limited-edition Grey Goose specialty box inspired by the film will be available for purchase starting April 1 at retailers nationwide, with UK and Canada activations also planned.
Grey Goose has officially announced a global multi-platform campaign tied to 20th Century Studios’ The Devil Wears Prada 2, set to hit theatres on May 1. And leading the charge? Supermodel and Emmy-winning TV personality Heidi Klum.
The Bacardi-owned vodka brand tapped Klum to front the campaign in a spot created with BBH USA, set within the world of the new film.
At the heart of it all is a chic new cocktail: The Devil’s Roast, an espresso martini riff on Miranda Priestly’s notoriously exacting coffee order, finished with exactly three gold-dusted coffee beans.
Klum is no stranger to the film’s universe, The supermodel was spotted on the Devil Wears Prada 2 set last summer alongside stars like Sydney Sweeney, Simone Ashley, and Ciara. Her casting in the campaign feels like a natural extension of that connection.
She joins a growing list of supermodels crossing between fashion, film, and brand deals: much like Gigi Hadid’s recent high-profile campaign work and Bella Hadid’s appointment as Global Beauty Ambassador for Prada that blurred the line between runway and brand story.
Beyond the video content, the campaign spans immersive pop-up experiences, speciality cocktails, in-theatre activations, and limited-edition bottle packaging.
A limited-edition Grey Goose specialty box inspired by the film goes on sale April 1 at retailers nationwide, while UK bars and London restaurants will serve The Devil’s Roast on their menus.
Grey Goose VP of Global Marketing Aleco Azqueta noted that the brand “has always lived at the intersection of culture and craftsmanship,” adding that the film collaboration felt like a natural extension of their French heritage and fashion legacy.
Takeaways
This deal is bigger than just a celebrity endorsement, it’s a masterclass in cultural timing. Grey Goose isn’t just piggybacking on a blockbuster; they’re weaving themselves into the film’s identity, turning a cocktail into a plot device and Heidi Klum into a brand narrator. That’s a next-level brand play.
The choice of Heidi Klum is smart and deliberate. She’s not just recognisable, she’s credible in the fashion world the film lives in, having literally been on set. Grey Goose gets authenticity, not just fame.
The campaign also shows how luxury alcohol brands are evolving their strategies: pop-ups, limited-edition packaging, in-cinema serves, and OOH billboards; it’s a 360° cultural activation, not a TV spot.
Does having Heidi Klum in both the film and the campaign blur the line between entertainment and advertising, and does that make it more or less effective? Does a fashion-heavy spirits campaign make you more likely to try the product?
