Viña Concha y Toro has unveiled the first global marketing activation featuring new Casillero del Diablo brand ambassador Orlando Bloom.
The campaign, The Wine Legend, features a 60-second spot (below) starring the Lord of the Rings actor that was filmed in Chile, where Casillero del Diablo is made. It will be rolled out throughout the rest of this year across “audiovisual and visual platforms”, Viña Concha y Toro said, in markets including Brazil, Chile, Ireland, Mexico and the UK.
“With this launch, Casillero del Diablo further strengthens its international positioning and brings its most iconic story to new audiences, keeping alive the legend that has accompanied the brand for decades,” the Chilean wine group said. “The addition of Orlando Bloom as global ambassador marks a new milestone in Casillero del Diablo’s history ….”
Concha y Toro announced it had hired Bloom as ambassador in June. He took over from Pedro Pascal, who assumed the role in 2021.
The Trivento Bodegas y Viñedos and Viña Cono Sur brand owner posted its third successive quarterly sales decline (-4.7%) in the three months to the end of June, though this represented an improvement on the company’s first-quarter performance, when sales slumped by 7.8%.
Struggles in the US continued, with Q2 sales down 13.9%, blamed on what the company described as “a transition in distribution”, and coming on top of a 32.2% fall in the first three months of the year. However, the group saw an improvement in the Chilean market, where sales were essentially flat (up 0.5%), thanks to strong performances from brands including Casillero del Diablo.
