Another legendary project for Casillero del Diablo. This time, we brought the Wine Legend House to São Paulo!
Casillero del Diablo, the flagship brand of Concha y Toro, launched the Casillero Experience, an unprecedented immersion into the world of wine and the legend of the drink, in São Paulo. The legend of Casillero del Diablo has existed for over 130 years and is one of the brand’s major differentiators. During the two-day event, guests could explore it through a unique experience, combining wine, art, music, and gastronomy.
INFO
The program, in addition to the immersive experience and wine pairing guided by sommelier Andreia Berthault, featured a performance by singer Rael and a talk with actor Douglas Silva, followed by the jazz band Black Albino. Visitors also had the opportunity to view an exhibition by the visual artist Gian Lucca Ewbank, created exclusively for the event. The venue also hosted the Descorcha Corner, a pop-up store from the recently launched Concha y Toro online shop, where attendees could purchase the entire Casillero del Diablo line and brand souvenirs.
— PROJECT NAME
Casillero del Diablo Experience
— ROLE
Content Manager
Influencer Marketing Strategist
— AGENCY
Mullen Lowe Brasil / IPG Mediabrands
— DATE
2022
In this project, I created the digital content strategy for Casillero del Diablo’s social media during the Casillero del Diablo Experience event, considering the before, during, and after phases of the event.
Additionally, I developed an influencer marketing strategy, bringing together top influencers to participate in the experience and create content focused on the event and its products.
This included talks with iconic celebrities and influencers in Brazil and a performance by singer Rael.