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.
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.
There are over 30 executions in the campaign, using a combination of static and dynamic digital to drive maximum engagement.
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.”