Actor Pedro Pascal Fronts Casillero del Diablo’s UK Summer Campaign
The Chilean wine brand, Casillero del Diablo, has unveiled a fresh summer marketing strategy. This initiative highlights their Reserva Especial Sauvignon Blanc, touted as “devilishly refreshing”, and stars Pedro Pascal of The Last of Us fame.
Initiated on June 19 and slated to run until August 27, the campaign will roll out across 2,000 outdoor locations throughout the UK. The billboards and posters are projected to capture the attention of over half (53%) of the adult ABC1 demographic, reaching them an average of 4.5 times.
Pedro Pascal is the new black
Santiago-born actor Pedro Pascal, recognized for his performances in Narcos and The Unbearable Weight of Massive Talent, is showcased in this campaign as the global ambassador for the Casillero del Diablo brand.
A unique aspect of the white wine-centric campaign includes the reintroduction of temperature-sensitive dynamic advertising screens. The display adjusts based on the external temperature, fluctuating from a slight “Chile” to a scorching 40°C.
A superior wine experience
Preety Johl, Casillero del Diablo’s UK Marketing Manager, commented: “Our focus is on expanding the consumer base for our white wines. In fact, our Casillero del Diablo Reserva Sauvignon Blanc ranks as the fourth highest-selling Sauvignon Blanc in the UK, and it’s the only non-New Zealand wine among the top five. This year, our marketing efforts spotlight the Reserva Especial Sauvignon, with the intent to motivate wine shoppers to upgrade for a superior wine experience.”
Johl continued, “Since its launch in 2022, the Reserva Especial Sauvignon Blanc has already exceeded £2 million in retail sales. We eagerly anticipate the impact of this campaign in boosting both awareness and sales.”
