CategoryA01. Food & Drink
Idea Creation DENTSU ISOBAR Tokyo, JAPAN
Idea Creation 2 DENTSU INC. Tokyo, JAPAN


Name Company Position
Takeshi Kanamaru Dentsu Isobar Creative Director/Copywriter
Sotaro Takahashi Dentsu Communication Architect
Takashi Owada Dentsu Isobar Art Director/Designer
Masahiko Housen Dentsu Isobar Producer/Communication Planner
Junichi Matsuda Dentsu Isobar Producer/Project Manager
Motofumi Osumi Dentsu Account Executive
Robin Yamamoto omsubi Movie Director
Ringo Takenaka omsubi Movie Producer
Yuki Nishihata Dentsu Isobar Naming Copywriter
Yugo Ikeda Dentsu Isobar Web Developer
Hatsumi Nishigaito Dentsu Isobar Web Designer
Andy Sugawara Dentsu Isobar Case Editor/Narrator
Chiori Fujino Dentsu Isobar Case video/Script Editor
Yuri Kanno Dentsu Isobar Case Video/Script Editor

The Campaign

We created a series of cooking videos viewers could try at home with suprising recipes within the year that defied conventional food & wine pairings with an evil twist. We called these The Diablo Food. The Diablo recipes were designed for veiwers to want to try them right after watching and pair them with theri favourite Casillero del Diablo variety. Recipes were infused with branded diabolic elements, making them attractive and entertaining. Regardless of viewers' cooking skills, recipes were easy enough for anyone to try, made with easily available ingredients. Using Casillero del Diablo's unique branding history, we built an organic connection with the brand, not only driving the interest of consumers' who drink wine regularly but also for those who wanted to try the recipes just for fun. The recipes built an experience that added momentum for Casillero del Diablo as a permanent organic ad promotion asset.

The Brief

Overall budget: Approx. 220,000 USD · Recipe development for 15 recipes: 36,000 USD (Approx. 2,400 USD per recipe) · Production of 15 videos: Approx. 14,000 USD ( Approx. 930 per video) · Digital Ads (Twitter / Facebook): Approx. 4,500 USD

Creative Execution

The campaign consisted of 15 recipe videos within a year, split in 2 seasons: 8 videos on the 1st season and 7 on the 2nd. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 Instagram - 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.

Explain why the method of promotion was most relevant to the product or service

The campaign brought together a creative use of the Casillero del Diablo's branding legacy in combination with engaging cooking recipes that no one had seen before to craft an enticing brand experience with its audience. It brought in two main forms of value: Branding success/promotion for the product and an incentive to drive Japanese consumers closer to consumption, breaking the cultural idea that wine is only for special occasions. Thorough strategic planning and activations, we enriched the campaign and as a result, it delivered against its business objective.

Within a small budget to work with, Diablo Food strategically targeted millennials and their native digital understanding to make every bit count towards effective performance. This approach built buzz about Diablo Food around millennials 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. It didn't stop there, videos were rounded up with death metal as background music for that extra touch of diabolical wow-ness. All carefully crafted to channel the Diablo elements in a catchy and entertaining way.

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