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Casillero fires up advertising campaign

Leading Chilean wine producer, Casillero del Diablo, will launch a high profile TV advertising campaign this winter to raise consumer awareness of the brand in the run-up to the key Christmas trading period. The advertising campaign will be launched mid-October and will run across Sky News, Discovery Channel, CNN, Discovery Travel & Living and National Geographic for two months, reaching an audience of over 50 million viewers.

The company says the new TV campaign will reinforce ‘The Legend’ of Casillero del Diablo and its Chilean provenance, and will emphasise the premium image and quality of the brand. The campaign will focus on the red portfolio – timely for autumn - but will also feature a reference to white and rosé. It is the second burst of TV activity for the Casillero brand this year, following its successful ‘Historic Vintage’ campaign first aired in February 2009.

In addition the campaign will be supported with trade advertising, and POS will be available to wholesale and convenience accounts to reinforce the advertising message.

Commenting on the campaign, Jason Duggan, head of marketing for Concha y Toro, says, “Christmas is a crucial trading time for our trade customers, and we are looking to support them wherever possible. This investment gives us the opportunity to raise awareness of the Casillero brand with our key ABC1 consumers. The advertising campaign has been designed to reinforce the quality image of Casillero del Diablo in the UK and communicate our ‘Chilean Wine Legend’ message via mass media. The campaign will give us stand out in a crowded and highly competitive festive market.”

1 October 2009 - Felicity Murray