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Narcos star is the new global ambassador for Casillero del Diablo
Concha y Toro’s flagship brand has revealed Hollywood star Pedro Pascal as its first global ambassador and the star of its new advertising campaign
Chile’s leading wine brand Casillero del Diablo has enlisted Hollywood actor Pedro Pascal as its new global ambassador, and the actor will take centre stage in the brand’s newly filmed television advertisement. Pascal, who lit up screens in hit Netflix show Narcos, as well as in Game of Thrones, The Mandalorian, and Wonder Woman 1984, will star in the forthcoming instalment of the brand’s Wine Legend creative, launching this Autumn.
Renowned for its extravagant cinematographic advertising campaigns, with previous TV ad spends pushing £1.8million, Casillero del Diablo has gone further still with its latest creation, filmed last week in Santiago, Chile. The advertisement showcases Pascal as a new, mysterious character linked to the Wine Legend and is set to inject fresh energy into the brand.
Born in Santiago, like Casillero del Diablo itself, Pascal has become the ‘most searched-for star’ on movie news site IMDb, and has been labelled one of Entertainment Weekly’s ‘Entertainers of the Year’.
“Pedro Pascal is a world-famous celebrity who is enjoying an extraordinary moment in his career,” said Casillero del Diablo global marketing director, Sebastián Aguirre. “He is also originally from Chile, and shares many characteristics with our brand, such as sophistication, reliability and globality, among others.”
UK Marketing manager for Casillero del Diablo, Claire Raine, adds: “Storytelling is so important to brand building, and with Casillero currently at its highest ever level of penetration (11.5%) in this country – and with our long-standing partnership with Sky Cinema reinforcing the link with movies and TV – having someone whose profile is as high as Pedro Pascal involved with Casillero del Diablo is amazing news.”
Casillero del Diablo is currently the fourth biggest wine brand by value in the UK, worth over £210million in retail sales value, and growing at +25% year on year*.
That’s cash that even a Narcos’ boss wouldn’t sneeze at….
*Source: Nielsen IQ, Total Market, Value sales 52w to 24.4.2021