Concha y Toro has launched a new outdoor outdoor summer marketing campaign for its range of Casillero del Diablo white wines.
From June-August 2023 the supplier’s campaign will span 2,000 out-of-home sites in the UK. The supplier’s campaign will span 2,000 outdoor sites across the UK until August 2023.
It will feature actor Pedro Pascal, one of Time Magazine’s 100 most influential people of the year, alongside temperature-activated digital screens and static sheets.
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The screens will feature heat-related messages based on the outdoor temperature, encouraging people to indulge in a “devilishly refreshing” glass of wine.
Five different creative executions from the campaign are set to reach 53% of adults an average of 4.5 times.
Preety Johl, Casillero del Diablo marketing manager in the UK, , said: “The Reserva Especial Sauvignon Blanc launched in 2022 is already worth over £2m in retail sales value so we’re really excited to see how the campaign helps drive sales.”
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