Casillero del Diablo to launch biggest-ever TV campaign

The “World’s Greatest Thief” campaign kicks off with prime-time Friday night slots on 1 October.

It will run throughout the month across both terrestrial and digital channels, as well as video-on-demand, digital and social media.

Concha y Toro’s flagship brand, Casillero del Diablo is also extending its long-term partnership with Sky Cinema, including updated idents and a feature sharing “Pedro Pascal’s Top Films for a Great Night In”.

The latest advert sees Pascal playing a master thief willing to steal anything, except Casillero del Diablo wine, which legend says is protected by the devil.

Concha y Toro UK commercial director Clare Griffiths said: “The appointment of Pedro Pascal as our first global ambassador alongside the launch of our biggest TV campaign yet marks a step into a new marketing era for Casillero del Diablo.”

Pascal has appeared in films and TV shows including The Mandalorian, Narcos and Game of Thrones. Concha y Toro hopes he will help make the brand more relevant to younger consumers.

Casillero del Diablo claims to be the biggest wine brand in the UK, worth £208m in retail sales and in 13.3% value growth.

Its flagship red wine is said to be the UK’s number one Cabernet Sauvignon, while its white is the number one Sauvignon Blanc in impulse.

With its association with the devil, the wine is also said to be popular around Halloween. “It’s hugely important for the brand,” said marketing manager Claire Raine.

The brand launched its first Spanish Tempranillo in April this year.