Casillero Del Diablo Dances onto Global Screens with a Legendary George Harrison Soundtrack

May. 31, 2024

The Casillero del Diablo brand has once again surprised its followers with a new global campaign that takes a novel approach: Evoking its historic wine legend, the brand shows how a story that started from a spark can grow into a flame, and become a worthy story that will be retold by all.

The brand’s global marketing team came to DAf seeking a completely new spin on their message, one that uses the song Got My Mind Set on You. Concha y Toro’s flagship brand unveils its new proposal with a different, innovative communication style that aims to connect with consumers through music.

Lynn Balaresque Gray, Global Marketing Manager for Casillero del Diablo & Diablo about the project said:

"What we wanted was to find a new way to tell the legend and to get people excited with what makes Casillero del Diablo unique, which is the brand legend."

 

With exuberant dance, a catchy tune and a message that speaks directly to the consumer–encouraging them to become their own legend–the brand moves into an exciting new territory of movement, grace, and music with organic trails of sparks.

Balaresque Gray said:

"Choosing this classic song, that is loved by young and old was a perfect way of connecting with our broad audience and really by giving it a new interpretation, ticking all the boxes when it comes to relishing the classic but bringing something new to the table and getting everybody engaged and really hopefully wanting to stand up and dance."

 

Felipe Dacaret, Founder & CEO of DAf, said of the campaign:

"It was a joy to work with the client, to bring together the classic song with their product through multiple styles of classic and contemporary dance continuing to build this iconic campaign with global impact: The Wine Legend."