Cerulean smartwater
How do you turn a brand partnership with The Devil Wears Prada 2 into more than a random product placement? Lean hard into the two things that actually connect them: Discerning taste, and their iconic blues.
It’s not just blue. It’s actually cerulean.
With a simple shift in smartwater’s iconic logo, we matched it to the cerulean blue sweater from one of the most memorable scenes from The Devil Wears Prada, and triggered a nation-wide challenge that would tests fans’ discerning eyes.
Can you spot the real cerulean swatch?
Making the Shift
It all began with a quiet color shift in our logo. In Target stores across the country, thousands of special edition cerulean bottles were quietly added to shelves.
Think you have a discerning eye? Good taste? Prove it – to god, and Miranda herself – by playing our simple cerulean swatch game, which challenged fans to identify the TRUE cerulean in a sea of blue swatches. Winners were rearded with a series of limited edition items ranging from props from the movie to Andy’s iconic cerulean sweater.