Wine brand Casillero del Diablo has announced the renewal of its sponsorship of Sky Cinema and movies across Sky’s partner channels.
The Concha y Toro owned brand has been a sponsor since 2015, and has seen its household penetration (the percentage of households purchasing the wine brand) grow over 63 percent over that time, from 5.2 percent to 8.5 percent.
“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,” said Clare Griffiths, Commercial Director of Concha y Toro UK.
“Casillero del Diablo continues to go from strength to strength, with 2 million case sales annually in the UK, and the highest bottle price of any of the Top 8 wine brands. Casillero del Diablo’s ‘legendary’ creative positioning matches perfectly with premium at-home cinematic viewing,” Griffiths added.
David Shore, Head of Sponsorships at Sky, 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.”
Under the terms of the deal, 10- and 20- second Casillero del Diablo idents are shown across 15 channels and 31,500 movies over the 12 month deal. Altogether this campaign will reach 73% of all ABC1 Adults with a frequency of 50 over the year.