Casillero del Diablo Rose
Hell freezes over as Paradise help Casillero del Diablo launch their new Rosé.
CLIENT
Casillero del Diablo Rose
Department
Experience
Studio
Merchandise
Social
Rather than introducing another pale rosé into an already crowded category, Paradise created a campaign that gave people something to talk about. By taking an everyday debate - should rosé be served with ice? - and turning it into a distinctive brand behaviour, we launched Casillero del Diablo Rosé through culture instead of traditional advertising.
Driving engagement through influencer, gifting and smart social.
Launch a new wine in a
category full of sameness.
Rosé has become one of summer’s biggest drinks categories, but new launches often disappear into a sea of pale bottles, lifestyle photography and predictable advertising. Casillero del Diablo needed to build awareness quickly, support major retail listings and drive real trial, while remaining true to the devilish personality that defines the wider brand.
STRATEGY & APPROACH:
Our strategy uncovered a simple truth: every summer, people ask the same question — should rosé be served with ice? While the conversation already existed, no brand truly owned it. We developed a campaign that embraced the debate rather than avoiding it, encouraging consumers to serve Casillero Rosé ice cold under the platform “Hell’s Freezing Over.”
The creative transformed an everyday serving suggestion into a distinctive cultural behaviour, giving the launch an instantly recognisable narrative that could scale across every touchpoint.
Building a summer campaign
people could experience,
share and talk about.
Rather than relying on a single launch event, we created an integrated campaign ecosystem that combined PR, creator partnerships, influencer gifting, paid media, content production and experiential activation.
At the centre sat The Rosé Legends Lunch Club, hosted by Joanne McNally, generating hero content that fuelled months of social storytelling. Around it, large-scale influencer gifting, always-on content, retail support and paid amplification ensured the campaign extended well beyond launch day and became part of summer social culture.
Hosting a ladies only lunch party with Joanne McNally (29 London)
An integrated launch
platform built to drive
awareness and trial.
From the initial consumer insight through to launch and beyond, Paradise built and delivered the campaign as one connected platform. We developed the strategy, creative identity and messaging before bringing it to life through experiential, creator partnerships, influencer gifting, content, social and paid media.
Every touchpoint was designed to reinforce the same distinctive behaviour and build momentum across a five-month campaign - taking Hell’s Freezing Over from a simple idea into a fully integrated summer launch.
Putting Hell’s Freezing
Over directly into
creators’ hands.
We extended the campaign beyond the launch event with a bespoke gifting programme designed to make the serve itself shareable.
Over 200 influencers received custom-designed boxes featuring Casillero del Diablo Rosé alongside specially moulded devil-horn ice cubes - turning the campaign idea into something they could recreate, photograph and share at home. More than a product send-out, every box delivered the creative platform in miniature, helping Hell’s Freezing Over travel organically into feeds across the summer.
