Concha y Toro is set to use temperature-sensing advertising boards as part of a UK push for its flagship Casillero del Diablo wine brand.
The activation, which kicked off earlier this month and runs until 27 August, features digital displays that state the current air temperature and link it to promotional cues for the wine. The boards are located “close to leading multiple grocery stores” across the country.
The out-of-home campaign also includes static ads fronted by Chilean actor Pedro Pascal. The ‘The Last of Us’ and ‘Mandalorian’ lead has been a global brand ambassador for Casillero del Diablo since 2021.
“We’re focused on continuing to grow the audience for our white wines – Casillero del Diablo Reserva Sauvignon Blanc is actually the fourth biggest-selling Sauvignon Blanc in the UK, and the only non-New Zealand wine in the top five,” said the brand’s UK marketing manager, Preety Johl, referring to Nielsen Scantrack data for the year to 20 May.
“This year, we’re featuring our Reserva Especial Sauvignon in the creative, encouraging wine shoppers to trade up to experience an even better wine.”
The UK is a key export market for Concha y Toro’s Chilean wine portfolio – the group also owns brands from The US and Argentina – although overall export sales for the company in the three months to the end of March were down by 10%, albeit on a reported basis.
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