Concha y Toro - Casillero del Diablo
Targeting - Wine connoisseurs, enthusiasts seeking a unique story behind their wines, and individuals intrigued by the fusion of mythology and winemaking.
Core Theme of the Campaign -
An interesting aspect is how the campaign leverages storytelling, positioning each bottle as a guardian of the legendary cellar, creating an immersive narrative that transcends the typical wine marketing approach.
About the
Campaign -
The Casillero del Diablo campaign by Concha y Toro is a captivating marketing initiative that brings to life the legend surrounding its wines, creating a unique and memorable experience for wine enthusiasts.
Formula applied by the Campaign to elicit customer action -
The campaign's spotlight is on the mythical tale of the Casillero del Diablo, or "Devil's Cellar," a story that has become synonymous with Concha y Toro wines, adding an intriguing and mysterious allure to their brand.
Business Title
A Look at
the Campaign
1. Mythical Storytelling: At the heart of the campaign is the mythical story of the Casillero del Diablo, a legend woven into the fabric of Concha y Toro's identity, creating a sense of mystery and enchantment around each bottle.
2. Guardianship Concept: The campaign ingeniously positions the wine bottles as guardians of the Devil's Cellar, where the finest wines are kept safe. This concept adds a layer of exclusivity and quality to the brand.
3. Brand Consistency: Casillero del Diablo has become a consistent theme across Concha y Toro's wine portfolio, creating a strong brand identity and recognition among consumers.
4. Innovative Packaging: The campaign extends beyond storytelling, featuring innovative packaging that often includes elements reinforcing the devilish theme, capturing attention on the shelves.
5. Varietal Range: Casillero del Diablo represents a diverse range of varietals, showcasing the winery's expertise in producing quality wines across different grape varieties.
6. Global Appeal: The campaign's universal story and captivating narrative have contributed to its global appeal, making Concha y Toro and Casillero del Diablo recognized and appreciated in various wine markets.
7. Engagement through Events: Concha y Toro often organizes events and experiences that bring the legend to life, allowing consumers to engage with the brand beyond the bottle and immerse themselves in the world of Casillero del Diablo.
8. Digital Presence: Leveraging the digital space, the campaign maintains an active online presence, sharing updates, stories, and engaging content to connect with a broader audience of wine enthusiasts.
9. Collector's Editions: Limited and collector's edition releases, often tied to special occasions or collaborations, contribute to the campaign's success by creating a sense of urgency and exclusivity among consumers.
10. Awards and Recognition: The campaign's effectiveness is reflected in the numerous awards and accolades received by Concha y Toro wines, further establishing Casillero del Diablo as a hallmark of quality and storytelling in the wine industry.