The Campaign

We knew that wine drinkers were low in comparison to other alcoholic beverages, and we needed to drive sales, simple as that. So we found a way to meet both objectives in millennials. We came up with recipe videos for viewers to want to try them right after watching, pairing them with their favourite Casillero del Diablo variety. The campaign focused on Facebook and Twitter, two major media platforms in Japan for millennials. Making recipes wasn't enough, so we leveraged Casillero del Diablo's legendary branding as "the Devil's wine" to create dishes that defied conventional wine pairings with an evil twist. We called them The Diablo Food.

Creative Execution

The campaign released a total of 15 recipe videos within a year, split in 2 seasons. All content was leveraged using social media platforms with high user rates among millennials. Twitter: 1.5 Million Followers Facebook: 7.87 Million Followers Both of the accounts are mainly operated by KIRIN Corp. official importer and distributor for the Casillero del Diablo brand in Japan. To keep momentum with the target group, videos were released on a weekly basis. Content was launched simultaneously in digital displays across convenience stores and supermarkets across the country. This generated a high scale reach for Diablo Food to grab attention at key locations to encourage purchase intent.

The Diablo Food achieved outstanding success against its objectives. Highest volume of sales on record, +12% on a year-to-year basis - Over 3 Million video views within the campaign's first two months - 33.5 Million WOM mentions as organic user generated content on multiple social platforms including Twitter, Facebook and also incorporated Instagram, which was outside the scope of the campaign. - 14 Million organic mass media impressions   - Organic international exposure, being featured in restaurants and bars overseas   The Diablo Food's success has entered the mainstream culture in Japan as one more "cuisine" and the devilicious recipes have become media themselves for Casillero del Diablo, promoting the brand today and in the foreseeable future.

This campaign delivered a new way to use content as media. The creative use of the Casillero del Diablo's legendary branding legacy in combination with engaging cooking recipes that defied conventional food-wine pairings. It was the recipes themselves that became a platform for users to generate their own content, thus delivering against its objective to drive sales, appeal consideration, and break the cultural idea that wine is only for special occasions.

Insights, Strategy and the Idea

Within a small budget to work with, Diablo Food strategically targeted millenials and their native digital understanding to make every bit count towards effective performance. This approach built buzz about Diablo Food around millenials using edgy, creative content to catch their eye and launched the recipes on Twitter and Facebook, popular social platforms for them. Planning carefully, the buzz delivered a unique brand experience with a tone and manner that resembled horror films and connect the recipes with the dark side. We didn't stop there, videos were rounded up with death metal as background music for that extra touch of diabolical wow. They were easy enough for anyone to try, and made with easily available ingredients. We realised that we could use the recipes as a media platform to promote the content organically and bridge brand and consumer.