Cono Sur wine brand to launch digital ad campaign

Chilean wine brand Cono Sur is to launch a major digital advertising campaign this week to promote its eco-credentials.

With the the tagline ‘Eco-friendly wine – made the Cono Sur way’, the campaign launches on YouTube tomorrow with a 30-second ad, which can be seen below.

This will be followed up by 6-second ‘shorts’ on Facebook and Instagram for the wine brand, which is owned by Concha y Toro.

In total the campaign is expected to reach 3.4 million wine drinkers across an 8-week time period.

The creative campaign, developed by ad agency VCCP, which created campaigns for Cadburys and Walkers Crisp Sandwiches, captures some of the sustainability stories found in the Cono Sur vineyards, such as employing geese to keep harmful insects away from the vines, and growing wild flowers to increase biodiversity and improve soil health.

A study from Kantar has found that during the pandemic, consumers have become increasingly conscious about their impact on the environment. The digital campaign by Cono Sur, the brand behind the UK’s best-selling Pinot Noir and Viognier, will target this growing number of consumers who have an interest in sustainable products.

The winery recently celebrated achieving B Corp certification to add to its long list of sustainability credentials.

Commercial director at Concha y Toro UK, Clare Griffiths said, “This new campaign is another example of our commitment to marketing investment behind our brands, and I see it as a real opportunity to engage with both consumers and our customers and their sustainability agenda.”