The Casillero del Diablo Wine Legend Tour will see a branded bus tour the country, giving consumers “an immersive pop-up brand experience” with sampling in cities, at festivals and in supermarkets.
The brand’s Wine Legend Movie will also be screened on the side of the bus, backing up an ad campaign which has reached 4.1 million people since it launched in 2013.
The bus tour will be backed by a communications campaign including PR and social media activity. The Wine Legend Movie will also be advertised on TV and there will be extra activity around Halloween.
Sophie Johnson, assistant brand manager at Concha y Toro, said: “We’re extremely excited to be taking Casillero del Diablo out on the road, putting it directly into the hands of consumers and are passionate about offering consumers a great Casillero del Diablo brand experience.
“Last year the Wine Legend Movie really captured the imagination of both new and existing consumers, and this year we’re delighted to be rolling out more exciting activity to further reinforce Casillero del Diablo’s credentials and give people the opportunity to taste the quality wines in our portfolio.”