Concha y Toro: Casillero del Diablo Legendary Movies Sponsorship

This case study describes how Casillero del Diablo, a wine brand, partnered with Sky Movies in the UK in order to tap the potential of wine and TV moments.

Casillero del Diablo Legendary Movies Sponsorship

Campaign details

Brand: Concha y ToroAgency: PrettyGreenCountry: United Kingdom

Background

This campaign was designed to help improve Casillero del Diablo's position in the market - strengthening its share and generating sales by making it more of a familiar face for shoppers. We were speaking to everyday wine buyers, who drink at home, and looking for ways to connect with this audience and make Casillero a more immediate choice by driving awareness.

As the core market was being attracted to other alcohol categories it was important to create a campaign,...

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