By Alli Rosenbloom, CNN
(CNN) — What would Miranda Priestly say about being associated with a pair of drug store nail clippers?
Ahead of the release of “The Devil Wears Prada 2,” grooming company Tweezerman launched a limited-edition collection of tweezers, nail clippers and nail files in a licensing partnership with the film to promote its hotly anticipated sequel.
Miranda, who embodies what it means to live at the unattainable top of the luxury fashion food chain, would never.
From the outside, yes, the brand collab-heavy roll-out around “The Devil Wears Prada 2’s” has seemed like a lot — branded Diet Coke packs, Starbucks commercials, special Smartwater bottles and lots of things that don’t involve beverages. And some of those partnerships have seemed like the antithesis of the chic vibe that’s been the film’s hallmark since 2006.
But like a lumpy blue sweater that wants its cerulean origins to be told, there’s more to the story.
First, it’s important to understand the difference between official collaborations and licensing deals. In an official capacity, the movie paired with: L’Oreal Paris, Smartwater, Diet Coke, Starbucks, Samsung Galaxy, Lancôme, TRESemmé, Havaianas, Grey Goose, Google, Mercedes Benz, Tiffany & Co., Dior and Valentino fragrance.
Meanwhile, many other brands entered into licensing partnerships with the studio, including Walmart, Tangle Teezer, Old Navy, Lulus and Tweezerman, which is why you’re seeing the “Devil Wears Prada 2’s” logo on a pair of nail clippers.
On the official side of things, Lylle Breier, EVP of partnerships, promotions, synergy and events at Disney, told CNN the studio’s aim was to curate a campaign that felt “like a fashion collection,” something that made sense together but had unique qualities, too.
Major motion pictures partnering with brands to promote movies is the norm now, a practice that has evolved as quickly as technology has since the iPhone was invented in 2007, which can sometimes feel like an attack on your nervous system.
It’s become a lot less about producing collector’s edition action figures for McDonald’s Happy Meals and more about creating a cultural moment – a phrase that came up a lot when Breier discussed their strategy for the sequel – to sustain a movie’s lifespan in the conversation.
“Barbie” — which, to be fair, was a movie about a toy — proved that there was very little in the way of collabs movies couldn’t at least try to make work. See: the “Barbie”-themed candle that aimed to capture what one candle executive called a “new doll smell.” (“Barbie” was produced by Warner Bros., which shares a parent company with CNN.)
Riding that pink tailwind came “Wicked,” which partnered with over 400 brands in licensing deals, including Elphaba-inspired Crocs and green-colored macaroni and cheese.
More recently, the orange-drenched marketing strategy for Oscar-nominated movie “Marty Supreme” promoted pricey windbreakers and sneakers with the film’s title splashed across it. It also promoted a smattering of bright orange table tennis supplies, including a nearly $1,000 table tennis table in a collab with Joola.
Television shows can fall victim to the oversaturation, too. CB2 offered up “The White Lotus”-themed plate sets and Compartes sold exotic chocolate. Of course, those were at least products you might find at a fancy, murder-prone resort.
Marketing campaigns – however overstimulating they may seem – help studios sp