Four ads running in the Guardian, ES Magazine and the Independent each show a different character and tell of their experiences of the devil’s cellar.
Consumers can visit a dedicated Facebook page to find out more about them and about the brand.
Marketing manager Jason Duggan said: “By launching this campaign, we will engage with consumers via traditional and digital channels simultaneously. Casillero del Diablo has always had this intriguing story to share and a campaign such as this allows us to bring it to life in an entertaining way that also reinforces the quality of our wines. We are absolutely delighted with the results.”
Casillero del Diablo has also revamped its chileanlegend.com website.