Diablo launches major brand-building campaign

Diablo, the "disobediently good" wine brand, announces a raft of multi-platform activity for February and March 2024. Already appearing on SKY cinema in January and February, the brand will feature in 3D-style deepscreen advertising across large digital formats including major underground stations in London, as well as at over 250 static six-sheet sites nationwide.

Ahead of this, a social media campaign devised with digital content creator Platform Media will launch across several partnership brands.

The video-only campaign created with Platform Media focuses on disrupting the “healthier start to the year” mindset, daring the target audience to indulge a little with the Devil. Content will run across Lad Bible, Pubity and other partnership brands, with a target of over 3 million views expected.

The digital displays at key London locations will appear to show the bottles of Diablo jumping out of the image in an eye-catching creative. This will be seen at Waterloo, King’s Cross and Tottenham Court Road stations on London’s underground, all very high footfall sites.

“We’ve seen fantastic growth for the brand and now we have the distribution in place to support a real push," said Senior Brand Manager for Diablo, Javiera Moller. "We’ve got big ambitions and we’re targeting the younger adult market, so this campaign includes major investment in social as well as above the line advertising.”

From its initial launch with Diablo Dark Red blend, the Concha y Toro-owned brand now has 4 wines in wide distribution in the UK:

• Diablo Dark Red
• Diablo Black Cabernet Sauvignon
• Diablo Golden Chardonnay
• Diablo Crystal Sauvignon Blanc

There will be further new product development announced later this year. The brand has grown from £9.4M in retail sales value a year ago to over £17M today, an incredible +61 per cent in value.