The Hottest Comedy Talent Meets the Coolest New Rosé

JOANNE MCNALLY X CASILLERO DEL DIABLO

Casillero del Diablo needed a way to launch its new rosé that felt like a conversation, not a product announcement.

GTN identified comedian and broadcaster Joanne McNally to lead the campaign – built around her humour and relatability, and a simple, divisive question: should you put ice in your rosé?

The launch was built around conversation and audience participation rather than traditional product messaging, and supported by a curated guestlist including Angela Scanlon, Hannah Byczkowski, Louise O’Neill, Pips Taylor, Jules Cameron, Lee Peart, Jemma Bolt and Angellica Bell, alongside lifestyle, food and drinks media from titles including Hello! Magazine and The Observer, and a select group of content creators. A drinks reception featuring branded ice sculptures led into a seated lunch showcasing Casillero del Diablo Rosé – a wine crafted for summer occasions.

By putting a familiar face at the heart of the cultural debate, the partnership gave Casillero del Diablo a genuine route into consumer conversation, and introduced the new rosé to a contemporary audience, over-delivering on all brand and campaign KPI’s.