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Casillero del Diablo campaign features The Last of Us’ Pedro Pascal

29 June 2023 By Louis Thomas

Chilean wine brand Casillero del Diablo has launched a new summer marketing campaign featuring The Last of Us star Pedro Pascal to promote its “devilishly refreshing” Reserva Especial Sauvignon Blanc.

The campaign began running on 19 June and will continue until 27 August across 2,000 out-of-home sites in the UK. It is estimated that the billboard and posters will reach a majority (53%) of adults in the ABC1 demographic an average of 4.5 times.

Santiago-born Pascal, also known for his roles in Narcos and The Unbearable Weight of Massive Talent, will feature in the campaign in his capacity as global ambassador of the Casillero del Diablo brand.

As part of the white wine-focused campaign, the brand will be bringing back its temperature-sensitive dynamic advertising screens. The display changes according to the temperature, from when it’s a bit “Chile” outside, all the way up to a “hellish” 40°C.

Casillero del Diablo’s UK marketing manager Preety Johl said: “We’re focused on continuing to grow the audience for our white wines – Casillero del Diablo Reserva Sauvignon Blanc is actually the fourth biggest selling Sauvignon Blanc in the UK, and the only non-New Zealand wine in the top five. This year we’re featuring our Reserva Especial Sauvignon in the creative, encouraging wine shoppers to trade up to experience an even better wine.”

“The Reserva Especial Sauvignon Blanc launched in 2022 and is already worth more than £2 million in retail sales value, so we’re really excited to see how this campaign helps drive awareness and sales,” added Johl.