Reflections of Temptation
Diablo
Concha y Toro challenged us to propel Diablo’s unstoppable momentum into uncharted territory. After redefining expectations within still wines, the brand was ready to discover how its disruptive spirit could ignite the fast-growing sparkling category. In a segment filled with tradition and visual sameness, Diablo Spark emerged as a new kind of temptation- one designed to captivate habitual sparkling drinkers, seduce loyal Diablo fans, and challenge preconceived ideas of what sparkling wine should look, feel, and represent.
Temptation as strategic positioning
DAf developed a global campaign that positioned Diablo Spark as 'A New Kind of Temptation'- a celebration of boldness, beauty, and sensory allure. Building on Diablo’s established strategic framework, we translated the brand’s dark glamour into a luminous, effervescent universe. This approach allowed the product to differentiate itself from conventional sparkling cues, replacing delicate elegance with magnetic confidence and visual drama.
Global campaign rooted in temptation
From the vibrant packaging and luxurious foils to digital, OOH, influencer, and press activations, the creative direction fused temptation and sophistication, capturing attention in every touchpoint. Our content strategy balanced massive digital impact with emotional storytelling- creating intrigue, interaction, and conversion. Through cinematic visuals, striking copy, and disruptive design, Diablo Spark was born as more than a new SKU- it became a new expression of the Diablo attitude.
A product transformed into a platform
With Diablo Spark, Concha y Toro opens a new horizon for the brand; one that shines, bubbles, and seduces with every pour. Two new creations - Blanc Spark and Rosé Spark - embody the brand’s power to evolve while staying true to its character: bold, magnetic, and unapologetically different. Together, they mark the beginning of a new chapter where Diablo continues to lead, challenge, and tempt. This launch not only expands the portfolio but invites a new audience to experience Diablo’s world through a sparkling lens designed to dazzle.