Casillero del Diablo is one of the most recognized Chilean wine brands in the world. In an attempt to improve their brand awareness in the Netherlands, they asked us for an innovative Social Media and BTL campaign that wouldn’t deviate too much from their original brand identity and global concept “Protected by the devil.”
During our research we found an interesting insight: the local target market doesn’t know too much about wine, but wants to be perceived as if they did. In order to introduce the brand’s main character and take advantage of this discovery, we created a concept that ties both ideas together:
"Deals with the devil" represent offers that are too good to be missed. Through this concept, we are inviting their target to live more fully and prioritize joy more often. At the same time, the devil portrayed as a pleasure expert communicates a second message: anything he recommends must be very enjoyable.
SOCIAL MEDIA CAMPAIGN
We applied the concept through ideas and posts that showed the devil’s influence and perspective on life: hedonistic, playful and cheeky.
One of the Instagram post concepts was to show food pairings for each varietal in a way that is relevant to the specific users of that specific platform.
THE DEVIL'S TABLE
In order to create more buzz in Amsterdam, we proposed a BTL activation where satan himself encouraged people to make the most of the beginning of summer. The invitation was for people to throw dinner parties on specific dates, report their location and expect a devilish visit and wine bottles as a reward for their hedonistic get together.