Casillero del Diablo has launched what is claims it its biggest marketing campaign yet, starring The Mandalorian actor Pedro Pascal.
The “World’s Greatest Thief” advertisement is scheduled to air on Friday nights in the UK from October 1 across live TV and online streaming.
It will also feature on social media and digital platforms.
The campaign is set to launch in Chile, the UK, Brazil, the US, China and other international markets.
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Casillero del Diablo, which translates as “Wine from the Devil’s Cellar”, is currently worth £208 million.
The company’s most popular products include its Sauvignon Blanc and its Cabernet Sauvignon, which it claims is the UK’s number one red wine.
“The appointment of Pedro Pascal as our first global ambassador alongside the launch of our biggest TV campaign yet marks a step into a new marketing era for Casillero del Diablo,” Concha y Toro UK commercial director Clare Griffiths said.
Casillero del Diablo global marketing director Sebastián Aguirre added: “Having Pedro Pascal join us as part of our global campaign has been a real honour.”
“He’s one of the most recognisable actors currently on screen, and shares characteristics with Casillero del Diablo.
“Like our brand, his origins are Chilean and he is recognised globally.”