OWNING NIGHTS IN WITH CASILLERO DEL DIABLO.
Ultimately, Casillero del Diablo want to be the number one wine brand in the Irish market. But in March 2020, when people were buying more wine in store, they wanted to be the wine of choice in everyone’s home.
We wanted to own the night in. While looking for a new Irish drama to sponsor, one stood out to us: Normal People, you may have heard of it. It quickly became the show everyone was tuning in to, and Casillero del Diablo was right there in front of key audiences.
Casillero del Diablo’s Volume share increased by 60% against the same period yoy, 32% ahead of the category. Value share increased by 59%, which was 27% ahead of the category.
In early 2021 Casillero del Diablo ranked number one wine brand in the Irish market for the first time ever (woohoo!). Normal People became the biggest Irish Drama of all time. Javelin won Gold for best managed page by and agency at the Sockies 2020. Cheers all round on this one!
In share of voice based on the same period year on year.
This represents how far ahead Caserillo del Diablo are in the category.
Growth in value share, 27% ahead of the category.