Chile – Diablo

Golden Chardonnay

Challenge

Diablo is a conceptual brand that has set its sights on millennials, speaking to them directly, and pulling them into the world of the devil depicted on the wine’s label. DAf has previously worked with this offshoot of the Casillero del Diablo family of wines, and was challenged here to draw its target audience into its new Golden Chardonnay. As has been the case for this brand, we choose to emphasize storytelling and imagery over technical information to attract Diablo’s loyal, aspirational followers.
Client
Viña Concha y Toro
Capabilities
Key Visual

Video
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Solution

Because each of Diablo’s multiple varietals has its own universe, with different elements that define it, link it strongly to certain colors and elements, we proposed using gold, as appears in the product’s name. But rather than a traditional, heavy opaque take on the metal, we gravitated toward a lighter texture of gold foil to evoke texture and the uplifting, refreshing sensation that the wine imparts.

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Brand Video

A deep male voice invites the public to lean in close to this wine, as gold flakes gravitate towards the bottle, adhering to it, as frost appears on the bottle’s neck. The gold flakes eventually blanket the bottle before blasting off of it, as the background music picks up and the devil’s visage is shown on the label. Gold flakes are conveyed past, controlled by the bottle.

Key Visual

Diablo’s Golden Chardonnay is magnetic, and the key visual shows a gold-flecked background and foreground, with an S-shaped swirl of gold flakes that are pulled towards the bottle, with the campaign claim, “A Pact With the Extraordinary” as well as the tagline, “A new wine to draw you in.”
Key Visual
Key Visual

Diablo Golden Chardonnay- A Pact With the Extraordinary