Concha y Toro’s Diablo brand has launched its new ‘Dare to Indulge’ digital campaign to target younger wine drinkers, which will run throughout February and March.

With the aim of reaching younger adults, the multi-channel campaign will see Diablo partner with digital agency Platform Media UK to run video content across Platform Media’s partner brands such as Lad Bible. Brand owners are expecting this activity to reach three million UK adults.

Elsewhere, the campaign will appear on Sky Cinema, as well as OOH advertising on digital screens across the London Underground. 

Javiera Moller, senior brand manager for Diablo, said: “We’ve seen fantastic growth for the brand and now we have the distribution in place to support a real push. We’ve got big ambitions and we’re targeting the younger adult market, so this campaign includes major investment in social as well as above the line advertising.”

Financial details of the campaign were not disclosed.