Casillero del Diablo – A proud sponsor of Sky Cinema
The challenge
Casillero identified film as an ownable territory, and we were challenged to create a campaign that would cut through the ‘wall of wine’, drive frequent purchase and excite consumers and retail partners.
The solution
Casillero del Diablo first partnered with Sky Cinema in 2015, launching across 15 channels and more than 30,000 films per year. Retail activation included national on-pack competitions to win Sky Cinema subscriptions and home entertainment systems for the perfect wine + cinema home experience. Consumers attended exclusive film screenings at key calendar moments (e.g. ‘Hallowine’) which brought to life the devilish legend of Casillero del Diablo.
Results
Casillero is the UK’s number 1 Cabernet Sauvignon and top Chilean wine, with +60% growth in penetration since the start of the partnership.
