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Chilean wine brand Casillero del Diablo teams up with Sky Movies

Published:  06 January, 2015

Chilean wine brand Casillero del Diablo is partnering with Sky Movies for the broadcaster's largest ever multi-channel sponsorship deal, which will get underway in March.

Chilean wine brand Casillero del Diablo is partnering with Sky Movies for the broadcaster's largest ever multi-channel sponsorship deal, which will get underway in March.

CDDCasillero del Diablo in sponsorship deal with Sky Movies

The Concha y Toro-owned brand has signed a year-long deal with Sky, which it says will reach 44 million viewers and feature across eight Sky Movies channels, seven partner movie channels, as well as film slots on Sky One and Living, totalling 17 channels.

Casillero branding will accompany 55,000 films to be shown on Sky in 2015.

The Chilean wine brand, which recently entered the Top 10 UK wine brands in the off-trade for the first time and has grown 35% in value in the past year, will promote the Sky link-up on pack. More than 4 million bottles will carry promotional offers including a trip to Hollywood and free Sky subscriptions. The brand is also planning 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 Casillero's 'The Wine Legend' campaign which aired on Sky and terrestrial TV in the UK in 2013 and 2014.

Clare Griffiths, marketing director at Concha y Toro UK said: "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."

David Shore, head of business development at Sky Media said: "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."

Casillero del Diablo had sales of over 1.6 million 9 litre cases in the UK, and worldwide of 3.8 million, in 2014.

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