Case Study:

Currys: One man's trash is another man's treasure

Challenge

As Dry January and health trends like Veganuary gain traction, fewer consumers are drinking wine, with the category increasingly skewing toward an older audience. Diablo, known for its rebellious personality, aimed to challenge this trend and engage younger, health-conscious drinkers at a time when competitor activity was low.

Solution

To target socially outgoing younger audiences, Diablo launched the "Dare to Be Different" campaign. At its core was a gamified concept inspired by "Spin the Bottle," reflecting Diablo's playful and daring brand identity. Vox-pop style content featuring TikTok influencer Wavyute (Klaudia Fior) encouraged consumers to participate in challenges like ‘Never Have I Ever’ and Bungee Jumping, with prizes including wine and spa weekends.

The campaign used a multi-channel approach:

  • Social Media: Native content, amplified by partners like Pubity and LadBible, resonated with younger audiences via fandom and comedy meme pages.
  • Out-of-Home Advertising: Bold 3D anamorphic screens and digital escalator panels across major London Underground stations, complemented by 269 nationwide posters, showcased Diablo's portfolio and logo, ensuring visibility along key commuting routes.

Results

  • Significant week-on-week sales growth during a typically slow period.
  • Surpassed viewership targets, achieving 85% organic views through amplification partners.
  • Increased brand awareness and trust among consumers.
  • Successfully engaged a younger audience, boosting loyalty and proving that bold, unconventional strategies can defy category norms.