New Casillero del Diablo campaign targets white wine lovers

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 creative showing the "devil" iconography in the fresh context of Casillero del Diablo’s white wines, the focus is on the seasonality and quality of its Sauvignon Blanc, Chardonnay and Pinot Grigio.

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 new ad campaign, using a combination of static and dynamic digital to drive maximum engagement, running from 28 June to 26 July 2021.

“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," said Claire Raine, Marketing Manager at Concha y Toro UK. "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.”

One notable fixture is temperature-sensitive dynamic digital ads, which serve up a different message according to the ambient temperature on a particular day.