- Leading Chilean brand with new ATL and digital creative
- Campaign will reach over 50% of UK adults*
- Series of temperature-related dynamic digital executions
- Sauvignon Blanc is the Casillero del Diablo sku delivering the most incremental value in the range**
- Casillero del Diablo growing at 22% in value in latest 52 weeks**
Casillero del Diablo, the UK’s #1 Chilean wine brand, is launching a new consumer campaign to drive awareness of its white wines. With a powerful creative showing the legendary ‘devil’ iconography in the fresh context of Casillero del Diablo’s white wines, the focus is on the seasonality and great quality of its Sauvignon Blanc, Chardonnay and Pinot Grigio.
Top Sauvignon Blanc in Impulse
The #4 UK light wine brand, Casillero del Diablo may be better known for its red wines (including the UK’s leading branded Cabernet Sauvignon), but Casillero del Diablo Reserva Sauvignon Blanc is actually the biggest-selling Sauvignon Blanc sku from outside New Zealand in the Total Market, and the best-selling Sauvignon Blanc overall in UK impulse.***
There are over 30 executions in the campaign, using a combination of static and dynamic digital to drive maximum engagement [examples right and below]. It runs from 28 June to 26 July 2021.
Claire Raine, Marketing Manager at Concha y Toro UK says
“This is the first time we’ve invested in a nationwide campaign that specifically supports our range of white wines, and it was important for us to create a distinctively ‘Casillero’ campaign, dark and mysterious but with a slightly more playful tone of voice to match the lighter styles of wine. We worked with one of the leading drinks photographers to produce some really eye-catching creative. There are various different iterations which support the ‘mysterious’ nature of the Casillero del Diablo brand.”
Clare Griffiths, Commercial Director at Concha y Toro UK, says
“This new campaign shows our continued commitment to supporting our brands with strong marketing investment, and also highlights the great quality of our white wines on offer from Chile which we strongly believe in. We look forward to getting even more people drinking them!“
Temperature sensitive advertisements
One notable fixture is temperature-sensitive dynamic digital ads, which serve up a different message according to the ambient temperature that day (examples below). The campaign will run at 2040 sites nationwide from 28 June to 26th July.
* Based on cumulative estimate of the number of impacts from each site which in total equates to delivering 150,973,767 impacts, being seen by 25,515,134 adults (49.99% of UK adult population) 5.59 times each.
**Nielsen IQ, Total Market Value sales 52w 22.5.21
*** Nielsen IQ, Impulse, Value sales by varietal 52w 22.5.21