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Media Brand Strategy Cinema

Disney delivers devilish brand deals to highlight Cruella cinema launch


By John Glenday | Reporter

May 26, 2021 | 4 min read

Disney is ensuring UK cinemas reopen with a bang after teaming up with several brands to mark the release of Cruella on the big screen. The black-and-white fashionista has naturally gravitated towards some high-profile tie-ups.


Disney delivers SVOD 101 with Cruella brand partnerships

Support for the May 28 release will come from Mac, Westfield, Liberty, The Lanesborough Hotel, De Beers, Singer and Tom Davies, which will each play a supporting role in bringing one of cinema’s most fashionable villains to life.

Launching simultaneously in cinemas and on Disney+, Cruella sees the return of Cruella de Vil, played by Emma Stone. Known for a penchant for fur coats, Cruella this time plays a chic fashion diva during the punk rock revolution in 1970s London.

Among the fashionable partners seeking a slice of the action is make-up partner Mac, which has devised over 30 different looks for Stone that you can now mimic with a range of punk rock reds and metallic hues in exclusive two-toned packaging.


Mall operator Westfield meanwhile will employ large-format two-toned displays devoted to the star we all love to hate, complete with Cruella-themed takeovers of digital media screens, escalator panels and points of service. Shoppers will also be encouraged to showcase their #InnerDeVil transformation with a bespoke black-and-white Cruella filter.

Not to be outdone, department store Liberty, which plays a key role in the film by employing a young Cruella, will host a costume exhibition highlighting their association with the film as well as the importance of 1970s fashion as more than just mustaches and flared trousers.

Cruella fans seeking some afternoon tea can then head to The Lanesborough Hotel to partake of a limited-edition menu devised by their pastry chef called ‘It’s a Little bit Mad’.

Charlotte Tudor, vice-president of marketing at Walt Disney Studios EMEA, said: “It’s been a privilege to have such an impeccably designed and visually stunning movie to work with our brand partners on. Coupled with the film’s rich British influences, it’s enabled us to team up with several iconic brands to produce innovative and unique campaigns that showcase the best of Cruella, reaching a variety of different audiences and playing a key role in the film’s promotion, especially in the UK.”

Film buffs wishing to complete the Cruella circuit can also check out De Beers Jewellers for some themed accessories as well as Singer, which has created a co-branded TV commercial featuring a sewing machine used in the movie.

Spectacle wearers aren’t left out either, with designer Tom Davies launching 120 pairs of handmade glasses modeled on the specs worn by various characters, including Cruella herself.

With increasing competition in the SVOD space and the need to highlight cinema’s return, expect a greater push into brand partnerships in the coming year.

Media Brand Strategy Cinema

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