Casillero del Diablo announces Sky Movies partnership
Chilean wine brand Casillero del Diablo has announced a major marketing campaign for 2015 and a brand new tie up with Sky Movies.
From March 2015 Casillero del Diablo will feature across eight Sky Movies channels, seven channel partner movie channels, as well as in movie slots across Sky 1 and Sky Living, totalling seventeen channels.
In total, says the company, Casillero branding will reach an estimated 44 million individuals across the twelve months of the campaign. Casillero branding will accompany some 55,000 movies which are being launched by Sky in 2015.
In return Casillero, which recently entered the Top 10 UK wine brands for the first time and is now the fastest growing Top 10 wine brand in the UK (with +35% value growth), will promote the Sky linkup on pack, with over four million bottles carrying a raft of promotional offers, including a 'legendary' trip to Hollywood and free Sky subscriptions, as well as extensive in store and point of purchase activity.
The campaign, conceived and created by PrettyGreen and negotiated by SPP and Walker Media, has been struck on the back of the huge consumer recognition achieved by Casillero's award-winning The Wine Legend campaign, which aired on Sky and terrestrial TV in the UK in 2013 and 2014.
David Shore, head of business development at Sky Media, said: "We are absolutely delighted to welcome Casillero del Diablo as sponsor across a plethora of our movie channels, including Sky Movies and our movie channel partners: Movies 24, True Movies, Sony Movie Channel, More>Movies/Movie Mix and Movies4Men.
"In what is our largest multi-channel sponsorship deal to date, we are really looking forward to developing this into a partnership that celebrates the legend of movies".
Clare Griffiths, Marketing Director at Concha y Toro UK, said: "We are delighted to be working in partnership with Sky Movies and can see a real benefit for both brands in terms of driving awareness and sales.
"This major TV film sponsorship for Casillero del Diablo continues to demonstrate that we are committed to building our brands in the UK market. We believe that through the Casillero del Diablo brand we can drive true category value for our customers by connecting with our consumers through strong and extensive Marketing campaigns and delighting them with our award winning wines".