Casillero del Diablo renews sponsorship of Sky Cinema and movies
Casillero del Diablo has renewed its sponsorship of Sky Cinema and movies across Sky’s partner channels.
The deal marks the third consecutive year the Concha y Toro-owned brand has sponsored Sky, with the partnership having delivered “impressive results” in terms of recognition and awareness, said Clare Griffiths, commercial director for Concha y Toro UK.
“A partnership with “movies on Sky” has offered the perfect opportunity to excite our core consumers and retail customers with premium film content and prizes, an always-on TV presence, and a promotional calendar of in-store activation,” she said.
Since Concha y Toro first became a sponsor in 2015, household penetration had grown more than 63%, from 5.2% to 8.5%, added Griffiths.
“Casillero del Diablo’s ‘legendary’ creative positioning matches perfectly with premium at-home cinematic viewing.”
As part of the sponsorship, 10- and 20- second Casillero del Diablo idents are shown across 15 channels and 31,500 movies over the 12 month deal.
Head of sponsorships at Sky, David Shore. said: “Casillero del Diablo is a premium brand and one that from the outset demonstrated enthusiasm to explore every opportunity to turn the sponsorship of movies on Sky into a fully-activated partnership that lives well beyond our platforms and products.”
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