smartwater Goes Cerulean with 
The Devil Wears Prada 2

The premium hydration brand brings the film’s most iconic shade to life with a special edition bottle and a digital challenge celebrating discerning taste.

Nearly twenty years after The Devil Wears Prada reminded audiences that a “lumpy blue sweater” was never just blue, cerulean is back. And this time, it’s bottled.

To celebrate the release of The Devil Wears Prada 2, in theaters May 1, smartwater is partnering with 20th Century Studios to reimagine the film’s most unforgettable color moment for a new generation—turning cerulean from a monologue into an interactive, modern experience.

Launching April 16, the smartwater x The Devil Wears Prada 2 collaboration includes a special edition smartwater cerulean bottle and a nationwide digital challenge that invites fans to test what they know about taste, detail and cultural fluency. Because, as the film famously taught us, the details always matter.

“Through smartwater’s collaboration with The Devil Wears Prada 2, we wanted to honor the legacy of that moment by celebrating discernment and the confidence that comes from noticing the details,” said Luke Perkins, Group Director of Creative Strategy, The Coca‑Cola Company. “The cerulean monologue has always stood as a powerful reminder that influence and meaning are shaped quietly, through intention and creative choice. This collaboration reflects that idea – that what may seem subtle at first glance can ultimately carry the most cultural impact and that having an eye for detail is a point of view worth celebrating.” 

A Collectible Bottle Inspired by Fashion & Film 

Building on the original film’s legendary cerulean monologue, the special edition smartwater cerulean bottle swaps smartwater’s signature blue for a shade that true fans will recognize instantly. Subtle, deliberate and unmistakably intentional, the bottle is designed as a collectible keepsake at the intersection of fashion, film and design.

The bottle features:

• A cerulean‑forward design inspired by the defining film moment
• Miranda Priestly monologue‑inspired copy underscoring that this color choice is anything but accidental
• The Devil Wears Prada 2 red heeled logo and a scannable QR code unlocking the digital fan challenge, “smartwater cerulean”

The highly limited smartwater cerulean bottles will be available while supplies last at select Target locations across the U.S. starting April 16 with a restock towards end of month. For those who spot one, consider it proof that your eye is as sharp as you think it is.

Spot the difference: Inside the “smartwater cerulean” Digital Challenge

For fans nationwide, cerulean lives beyond the bottle.

Also launching April 16, the “smartwater cerulean” digital challenge invites participants to put their discerning taste to the test. After a brief refresher on the iconic shade, fans enter a two‑minute timed challenge where they must identify cerulean from a sea of blue swatches.

Throughout the experience, Miranda Priestly’s signature dry wit guides—and judges—each move, creating a playful, tongue‑in‑cheek extension of the film’s universe.

Fans who successfully spot cerulean earn a film inspired title—like “The Next Emily”—and can enter for a chance to win exclusive prizes, including AMC tickets to see the film, a collectible Runway magazine and the special edition smartwater cerulean bottle. 

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

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