- Diablo announces first major ATL activity with idents appearing on Sky Cinema
- 8 different idents will appear 1st August – 31st December 2023
- Reaching 37% of ABC1 adults, with 31 opportunities to see, and 5 million views on video on demand.
- Diablo is now worth £14m RSV (+52% in L52w) and up 15 places MAT*
- Top 2% wines in the world on Vivino, 5-star reviews online!**
Diablo, the disruptive wine brand created by Concha y Toro and attracting a younger and more affluent shopper base, is pleased to announce the start of its first major above the line campaign.
A series of idents featuring the different Diablo wines with the strapline “disobediently good” will air across Sky Cinema, Movies 24 and Great! Channels until 31st December 2023.
Launched in 2018, the brand is now worth £14 Million in retail sales value in the UK, growing at a stunning +52% in the latest 52 weeks. It attracts a younger adult wine shopper than the category average, with 45% of purchasers under the age of 45. In 2022 the brand introduced two new white wines, Crystal Sauvignon Blanc and Golden Chardonnay.
Since its launch, the brand has built up good loyalty, with 1 in 3 Diablo purchasers return to buy again***, and its online reviews on the consumer platform Vivino placing it in the top 2% worldwide.
Diablo Senior Marketing Manager Preety Johl says:
“We’re very excited to launch our first major ATL campaign for Diablo. The brand is on a strong growth trajectory and with a great influx of fantastic films coming to Sky this year, it’s the perfect audience for us to reach with this dynamic and distinctive brand, the fastest growing in its competitor set.”
For more information on Diablo, please https://diablowine.com/ and on Instagram @diablowine.uk
Diablo wines available in the UK
- Diablo Dark Red
- Diablo Black Cabernet Sauvignon
- Diablo Crystal Sauvignon Blanc
- Diablo Golden Chardonnay
*Source: Nielsen IQ Scantrack value data, 52w to 17.06.23
***Vivino
*** Kantar, retailer shopper demographics, 11.06.23
Comments are closed.