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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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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