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

-Position Casillero as the undisputed choice for premium at-home drinking occasions

-Drive sales, frequency of purchase and retail penetration

-Grow brand awareness and quality perceptions

The partnership with Sky is continuously evolving, from a linear sponsorship of 35k films across 17 channels to a fully on-demand campaign across every consumer touchpoint.  Early creative drew on the cinematic synergy between the brand’s ‘legendary’ origin story, whilst a 2021 refresh introduced film luminary Pedro Pascal as brand ambassador.

In 2023, Casillero and Sky created content for TV and social distribution, curated films on Sky Cinema’s EPG, and launched multiple retail and consumer facing promotions, with giveaways ranging from Sky’s latest tech to trips to Hollywood.  With a focus on bringing new consumers to the brand in 2024 we are moving to bespoke events with screenings and exclusive film activations across the year.

Results

Since 2015, Casillero ascended from 12th to 4th position in the highly-competitive UK wine market.

Brand awareness rose an impressive +35%, while penetration surged by a remarkable +58%. Sponsorship awareness peaked at an impressive 71%, exceeding Sky’s benchmark by 28ppt and reflecting a 4x increase from the first wave. Ident recall peaked at 69% with a resounding 93% agreement on the strong fit between Movies on Sky and Casillero.

Casillero as a ‘Premium’ brand image statement soared to 90% agreement, marking a staggering 157% increase from the initial wave. Purchase consideration reached highest recorded levels at 89% for viewers, with 12% more likely to claim future purchases compared non-viewers.