Casillero del Diablo launches fresh ad burst

29 August, 2014

Casillero del Diablo’s Wine Legend Movie ad campaign is to return to UK TV screens this autumn.

The two-minute film will run for four weeks from September 3 on terrestrial and satellite stations including Channel 4, Sky 1 and Sky Living.

The burst of advertising will be backed by consumer press activity, social media and in-store work with key customers.

Marketing director Clare Griffiths said: “Last year was the first time we ventured into this platform with the Casillero del Diablo brand and we were overwhelmed with the response our Wine Legend Movie received from both consumers and the wine industry.

“We’re delighted to unveil this year’s campaign and, with a reach of more than 30 million consumers, we’re looking forward to targeting new consumers, while at the same time building on our existing fan base, with this campaign.”

The ad ran for the first time last year and Casillero del Diablo saw off-trade sales grow 32% in the year to July.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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