It's giving 'runway ready': handbag promo is devilishly cool with 'The Devil Wears Prada 2'
- Mary Priller
- Mar 15
- 2 min read
Like the Instagram user in USA Today quipped, "I need the popcorn purse more than I need oxygen", it's my current mantra.
I'm so excited planning to get this devilishly cool Miranda-esque popcorn bucket "handbag," that I also shared my enthusiasm on LinkedIn, generally not my space for talking about things like handbags. But, this one's different. It's a bold promotional tie-in, a sequel to the 20th Century Studios 2006 comedy that I couldn't get enough of. "The Devil Wears Prada 2" is set to hit theaters May 1, with all the big anchors carrying it (and BTW, comes with a Diet Coke tumbler you can purchase, perfect for my must-have-every-morning beverage of choice). If you know anything about me, purses (aka handbags) designer ones or a stellar faux, are my thing. So are over-the-top promotional campaigns that go head-to-head and end-to-end with the brand, creativity and the deliverable. There's also the McDonalds All American Games Happy Meal promo for basketball fans out now.
This promo reminds me of when I was doing point-of-purchase displays and visual comms. Those weren't quite as much a "statement piece" or glam taking front-and-center like this, unless you were a contractor or versed in the DIY/electrical accessory market I was in. But, these promos show how all the elements come together, delivering the excitement, that "wow" thing that motivates, creates the memory, or drives the sale — like buying a movie ticket or wire connectors for an outlet install. Could be like visual "push messaging" meets "end-cap-retail" focus. My countertop POP display did have a cool interactive pulley system for conduit — thinking it could have qualified as Prada-worthy!
We'll be heading to our town's very own local movie spot, the Antioch Theatre, to catch this. Shoutout to all the community members and residents that support small businesses and venues like this (moviegoers here can even get popcorn refills hand-delivered to their seat!)
Apparently, special-themed popcorn buckets have become so popular that there are fan groups to follow and special release dates and themes — things I did not know but am bookmarking (here's your link). The purse bucket and tumbler may give you a bit of sticker shock ($35 and $19.99 respectively). And, it's big business. According to Fast Company, there were $0 for business in 2018; now, $50 million+. I'm going to convince myself it's rather like an "investment" piece, right? At least that's what I tell myself when I'm trying to validate and get over the guilt of splurging on a real purse. Official movie trailer here.
