The Devil meets Cinema under the stars at Pergola on the Wharf, where IPM joins tpf Live for a spectacular product launch by Casillero del Diablo. This is no typical wine tasting event. Guests enjoy stunning views of the London skyline, branded popcorn dispensers, glamorous drag queens, and the new BeLight wine with just 65 calories per serving. The evening culminates in an exclusive late-night screening of ‘The Devil Wears Prada.’ But what makes cinema and wine a perfect pairing? Is Casillero wine really cursed by the Devil? And how can experiential marketing help a red wine brand introduce a lighter alternative? IPM sits down with Emily Barnfather, Head of tpf Live, to explore the rise of nostalgia, strategic partnerships with Sky, and the mythology behind Casillero del Diablo.
The Devil meets Cinema under the stars at Pergola on the Wharf, where IPM joins tpf Live for a spectacular product launch by Casillero del Diablo. This is no typical wine tasting event. Guests enjoy stunning views of the London skyline, branded popcorn dispensers, glamorous drag queens, and the new BeLight wine with just 65 calories per serving. The evening culminates in an exclusive late-night screening of ‘The Devil Wears Prada.’ But what makes cinema and wine a perfect pairing? Is Casillero wine really cursed by the Devil? And how can experiential marketing help a red wine brand introduce a lighter alternative? IPM sits down with Emily Barnfather, Head of tpf Live, to explore the rise of nostalgia, strategic partnerships with Sky, and the mythology behind Casillero del Diablo.
The Devil’s Behind Casillero
Did you know Casillero del Diablo means “The Devil’s Cellar”? Emily Barnfather from tpf Live explains, “The founder of Casillero del Diablo had a private cellar over 130 years ago, and to keep thieves away, he spread the rumour that it was cursed by the devil.” This legend not only protects his treasured collection but also births a full-bodied brand packed with mystery and allure. The choice of “The Devil Wears Prada” honours this rich mythology while highlighting the product’s lighter, more playful side. By bringing together two devils in one room, the event successfully partners cinema with wine—both of which are feasts for the senses and naturally go hand in hand.
The Devil’s Behind Casillero
Did you know Casillero del Diablo means “The Devil’s Cellar”? Emily Barnfather from tpf Live explains, “The founder of Casillero del Diablo had a private cellar over 130 years ago, and to keep thieves away, he spread the rumour that it was cursed by the devil.” This legend not only protects his treasured collection but also births a full-bodied brand packed with mystery and allure. The choice of “The Devil Wears Prada” honours this rich mythology while highlighting the product’s lighter, more playful side. By bringing together two devils in one room, the event successfully partners cinema with wine—both of which are feasts for the senses and naturally go hand in hand.
“The founder of Casillero del Diablo had a private cellar over 130 years ago, and to keep thieves away, he spread the rumour that it was cursed by the devil.”
Emily Barnfather
“The founder of Casillero del Diablo had a private cellar over 130 years ago, and to keep thieves away, he spread the rumour that it was cursed by the devil.”
Emily Barnfather
Taste Beyond the Screen
You cannot taste an advertisement, no matter how crisp the image. Similarly, you would struggle to appreciate the delicate tones of a Sauvignon Blanc through a smartphone. Emily Barnfather from tpf Live highlights the benefits of combining a new product launch with a live brand experience: “It’s all about people experiencing it first-hand. We want people to see how delicious it is, and it’s about that sensory experience. I think it lasts a lot longer in people’s minds.” The event immerses attendees fully, from the aroma of the wine to the tactile pleasure of holding a glass, creating a multi-sensory experience that traditional advertising simply cannot replicate.
Taste Beyond the Screen
You cannot taste an advertisement, no matter how crisp the image. Similarly, you would struggle to appreciate the delicate tones of a Sauvignon Blanc through a smartphone. Emily Barnfather from tpf Live highlights the benefits of combining a new product launch with a live brand experience: “It’s all about people experiencing it first-hand. We want people to see how delicious it is, and it’s about that sensory experience. I think it lasts a lot longer in people’s minds.” The event immerses attendees fully, from the aroma of the wine to the tactile pleasure of holding a glass, creating a multi-sensory experience that traditional advertising simply cannot replicate.
Nostalgia Meets Wellness
Emily Barnfather highlights the powerful pull of nostalgia in current marketing trends. “We’ve come off the back of Barbie, we’ve had the Mean Girls reboot. It almost feels as though people are looking for that comfort blanket,” she explains. This trend plays a significant role in choosing “The Devil Wears Prada”, a film that evokes nostalgia and aligns with the lighter new product launch. Emily also highlights the strategic partnership with Sky Cinema, a collaboration over a decade in the making. “The long-term partnership has included on-air sponsorship, retail activations and on-pack promotions,” she explains. This strategic alliance allows Casillero del Diablo to seamlessly blend their brand with the magic of cinema, creating a powerful and memorable association between wine and film.
“We wanted to bring a lighter side of Casillero, so we thought of a light comedy for people to enjoy with a glass of wine. The Devil Wears Prada felt like the perfect fit.”
Emily Barnfather
“We wanted to bring a lighter side of Casillero, so we thought of a light comedy for people to enjoy with a glass of wine. The Devil Wears Prada felt like the perfect fit.”
Emily Barnfather
Nostalgia Meets Wellness
Emily Barnfather highlights the powerful pull of nostalgia in current marketing trends. “We’ve come off the back of Barbie, we’ve had the Mean Girls reboot. It almost feels as though people are looking for that comfort blanket,” she explains. This trend plays a significant role in choosing “The Devil Wears Prada”, a film that evokes nostalgia and aligns with the lighter new product launch. Emily also highlights the strategic partnership with Sky Cinema, a collaboration over a decade in the making. “The long-term partnership has included on-air sponsorship, retail activations and on-pack promotions,” she explains. This strategic alliance allows Casillero del Diablo to seamlessly blend their brand with the magic of cinema, creating a powerful and memorable association between wine and film.
A Toast to Innovation
By combining the legendary tale of Casillero del Diablo—where the founder spreads a rumour of the devil to protect his cellar—with the light-hearted appeal of “The Devil Wears Prada,” tpf Live adds a playful twist to a historic brand narrative. This approach elevates the lighter side of BeLight, bringing both the brand heritage and new product to life. Experiential marketing allows attendees to taste and touch the new product in ways traditional advertising cannot. “It’s all about people experiencing the product first-hand,” says Emily Barnfather. By merging the worlds of cinema and wine, Casillero del Diablo and Sky Cinema demonstrate the power of cross-sector collaborations. Congratulations to tpf Live for successfully uniting two devils under one roof, and thank you to all interviewees for their valuable contributions.
A Toast to Innovation
By combining the legendary tale of Casillero del Diablo—where the founder spreads a rumour of the devil to protect his cellar—with the light-hearted appeal of “The Devil Wears Prada,” TPF Live adds a playful twist to a historic brand narrative. This approach elevates the lighter side of BeLight, bringing both the brand heritage and new product to life. Experiential marketing allows attendees to taste and touch the new product in ways traditional advertising cannot. “It’s all about people experiencing the product first-hand,” says Emily Barnfather. By merging the worlds of cinema and wine, Casillero del Diablo and Sky Cinema demonstrate the power of cross-sector collaborations. Congratulations to tpf Live for successfully uniting two devils under one roof, and thank you to all interviewees for their valuable contributions.
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