Casillero del Diablo's “Devilishly Refreshing” summer OOH campaign

Casillero del Diablo, the number-one Chilean wine brand, is launching its latest marketing campaign across 2,000 out-of-home sites in the UK.

Running from 19 June until 27 August, under the heading of “Devilishly Refreshing”, five different creative executions are set to reach 53 per cent of ABC 1 adults an average of 4.5 times.

New for 2023, this summer-long campaign will also feature the “world’s hottest celebrity”, and one of Time Magazine’s 100 Most Influential People Of The Year, actor Pedro Pascal, along with temperature-activated digital screens and static sheets.

Pascal, who this year has starred in big box office hits including Sky’s “The Last of Us” and the new season of “The Mandalorian” on Disney+, has helped to grow the visibility and appeal of Chile’s number one wine brand.

The temperature-activated screens show heat-related messages as soon as the outdoor temperature reaches a “Chile” 18 degrees through to a “Hellish” 40 degrees, ready for every kind of weather the Great British summer is capable of! (see example below)

“We’re focused on continuing to grow the audience for our white wines – Casillero del Diablo Reserva Sauvignon Blanc is actually the fourth-biggest-selling Sauvignon Blanc in the UK, and the only non-New Zealand wine in the Top 5!" said Casillero del Diablo Marketing Manager in the UK, Preety Johl. "This year we’re featuring our Reserva Especial Sauvignon in the creative, encouraging wine shoppers to trade up to experience an even better wine.

“The Reserva Especial Sauvignon Blanc launched in 2022 and is already worth more than £2 Million in retail sales value, so we’re really excited to see how this campaign helps drive awareness and sales.”