Casillero del Diablo launches £1.8m ad campaign

Chilean wine group Concha Y Toro has launched TV ad campaign for its flagship wine brand, Casillero del Diablo.

The 20-second advert will be played on ITV, Sky and Channel 4 in the run up to Christmas, and forms part of a wider ad campaign for the wine business’ core brands worth £1.8 million.

Concha Y Toro has spent lockdown capitalising on cheaper rates for ad slots on TV channels in the wake of the UK’s coronavirus lockdown.

UK ad spend dropped 27% year-on-year across all media channels in March, according to Nielsen data. Revenues from travel, transport and business advertising halved, while retail investments fell by around 20%.

It is not the only wine brand to spend more on TV advertising this year. Hampshire-based winery Hattingley Valley launched its first TV advertising campaign with Sky in June.

Concha y Toro UK already launched a television advertising campaign across ITV, Channel 4, All 4 and Sky, focusing on its Argentine wine brand Trivento in April this year.

The marketing push comes as CyT has started to focus more on promoting its core brands to retain market share in the face of economic uncertainty driven by prolonged lockdowns where many businesses have been forced to close. Marcelo Papa, CyT’s technical director, told the drinks business earlier this year that “when we get a crisis, people want a safe buy.”

“With [brands like Casillero del Diablo] people feel very confident. I think at this time people are looking for a safe buy. They experiment less.”

In the 12 months to 11 July, Casillero’s “house penetration”, that is a metric showing how many UK households have bought the wine label, rose to 10.4%.

Clare Griffiths, commercial director at Concha y Toro UK, said brands which are “able to avoid ‘going dark’ during challenging times ultimately see a great benefit.”

“Our insights have highlighted a whole new segment of consumers joining the wine category in recent months, and continued investment is one way to work to ensure their retention.”

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