Joanne McNally x Casillero del Diablo

THE BRIEF

Casillero del Diablo engaged GTN to identify and secure talent for the launch of its new rosé, with an objective to generate awareness and conversation around the product through a culturally relevant campaign.

GTN identified comedian and broadcaster Joanne McNally as the right talent to lead the campaign, using her humour, relatability and ability to drive conversation around a simple but divisive question: should you put ice in rosé?

THE RESULTS

GTN secured Joanne McNally to front the launch campaign, creating a talent partnership built around conversation and audience participation rather than traditional product messaging.

The campaign launch was supported by a wider curated guestlist, with attendees including Angela Scanlon, Hannah Byczkowski, Louise O’Neill, Pips Taylor, Jules Cameron, Lee Peart, Jemma Bolt and Angellica Bell, alongside leading lifestyle, food and drinks media from titles including Hello! Magazine and The Observer, as well as a select group of content creators. Following a drinks reception featuring branded ice sculptures and photo opportunities, guests were hosted at a seated lunch showcasing the vibrant, refreshing character of Casillero del Diablo Rosé, a wine crafted for summer occasions.

By placing a familiar cultural debate at the centre of the campaign and surrounding it with a carefully selected mix of talent, media and creators, the partnership gave Casillero del Diablo a credible route into consumer conversation and positioned the new rosé with a contemporary audience. The result was a distinctive launch platform that combined the right talent, a clear creative proposition and a culturally relevant setting designed to generate both engagement and awareness.