The can was designed by Brazilian studio Tátil Design under the codename Project Emily, a reference to the first film. The brief was unusual from the start, involving NDAs and levels of secrecy more fitting for a blockbuster film production than a packaging project. The ambition was for the can to feel part of the film's narrative rather than a piece of product placement. The design team asked themselves repeatedly whether the object could plausibly exist on a desk or in a bag within the world of The Devil Wears Prada 2.

As part of the campaign, Coca-Cola filmed a special advertisement set inside the fictional Runway magazine offices, in which staff pause for a Diet Coke break. The ad also introduced The Canny Pack, a silver accessory designed to hold a single can of Diet Coke, positioned as a fashion item within the campaign. The design was also available on the classic silver Diet Coke can.

The UK on-pack promotion ran from 30th March to 24th May 2026, offering consumers hundreds of instant win prizes including cinema tickets and branded merchandise, plus the top prize of a 7-night trip to New York City for two people. Consumers scanned a QR code on the can to enter via the Coca-Cola app.

The campaign rolled out across the UK, Germany, Spain and Ireland with localized activations in each market. A significant collector's piece and a rare example of a soft drink can designed with the ambition of feeling like a fashion accessory rather than branded packaging.

This version is part of a multipack.