Casillero del Diablo launches new advertising campaign

Leading Chilean wine brand Casillero del Diablo has launched a new advertising campaign in the UK featuring a song made famous by former Beatle, George Harrison.

The new campaign is part of Casillero del Diablo’s series of promotional videos called The Wine Legend, with the latest version dubbed ‘spark’, and set to ‘Got my mind set on you’, which, although written by Rudy Clark and originally recorded by James Ray in 1962, gained fame when covered by Harrison in 1987.

As the campaign launches, Casillero del Diablo is entering its 10th year of partnership with Sky – a tie-up that was celebrated at the UK Sponsorship Awards, where Casillero del Diablo won the Sponsorship Continuity award for its “gold standard… decade-long journey”.

“We’re excited to launch this new creative, which is upbeat, instantly memorable and truly global – music speaks every language,” said brands controller at Concha y Toro UK, Claire Raine.

Continuing, she said, “It’s also a great moment to thank Sky for this long-lived partnership which has done so much to build Casillero del Diablo into the well-known and loved brand it has become. In the time since we first partnered with Sky, Casillero has risen from 12th position to now the No.4 wine brand in Great Britain by value.”

The new campaign, which can be watched below, was launched on 22 April.