BUILDING A LOVE BRAND
Since 2018, we’ve helped Casillero del Diablo become one of the most loved wine brands in the Netherlands. For this Chilean winery, we made that happen through scroll stopping social content, high impact in-store campaigns, smart promos, and consistent storytelling. Legend says this wine is so special it’s protected by the Devil. But its real secret weapon? Our marketing, safely stored in the C2B cellar.
Concept & execution
We apply the '3H model' for brand building: Hero content for storytelling, Hub campaigns to drive activation and in-store conversion, and Hygiene content to maintain an always-on, top-of-mind presence. A standout, award-winning Hero campaign centred on a Pedro Pascal-endorsed escape room at Utrecht Central Station, where visitors had just minutes to 'steal from the Devil' in a recreated wine cellar. The concept extended into an online experience and in-store activations, helping to boost sales.
Results
The Hero campaign reached over 7.4 million people. With 11,000 participants on site and 3.4 million online interactions, it delivered an impressive 3x above target. But we look beyond reach: year after year, we see a significant, uninterrupted uplift in brand recognition and brand preference, while market share remains stable in a shrinking market.
EXPLORE MORE WORK
