Taxi wraps, shopper competitions and new Sky Cinema sponsorship build sales and profile for range
Diablo, the disruptive wine brand created by Concha y Toro and attracting a younger and more affluent adult shopper base, is unveiling several exciting pieces of marketing activity designed to build the profile and awareness of the fast-growing brand.
At “House of Diablo”, invited guests, competition winners and press will enjoy an immersive event inspired by the “Disobediently Good Wines” creative which is now showing on Sky Cinema ads until 31 December. This will conclude with an exclusive showing of Exorcist: Believer, the latest in the legendary Exorcist horror franchise.
Guests will be conveyed to the event in specially wrapped taxis, from a fleet of 200 which will be circulating in London during October and November.
Meanwhile Diablo’s visibility on-screen continues with ad sponsorship of a new Sky Cinema Vodcast “Cinema Dates”, which is hosted by actor and writer Michael Spicer (best known for his “The Room Next Door” comedy shorts)
Diablo is attracting a distinctive younger and more affluent shopper (43 per cent of its shoppers are under 45 versus 12 per cent of shoppers across total still wine). It is growing at an incredible +61 per cent in value in the latest MAT Nielsen figures and is worth over £15 million in retail sales value.
“This is an incredibly exciting time for the brand,” said Senior Brand Manager for Diablo in the UK, Javiera Moller. “We see a huge opportunity for Diablo to be a modern, standout brand with meaning, and we’re putting major investment and creativity into making this happen.
“We want the House of Diablo event to be a key moment in the raft of activity designed to drive awareness and trial of the wines. Our audience are disruptive, intelligent, stylish and early adopters of brands and trends. We’re looking forward to welcoming them all for a disobediently good evening!”
Daniel Morrissey, Head of Sponsorship Activation at Sky Media: “We are delighted to be working with Concha y Toro on the eagerly awaited House of Diablo immersive event, which is the latest in a long line of sponsorship activations that brings Diablo’s legendary Sky Cinema partnership to life, in a unique and truly engaging way, for customers and viewers alike”.