What's Your Pick? Drizly's Game Show Campaign and Gift Registry
Drizly revolutionizes its alcohol e-commerce platform to cater to changing consumer habits Discover their captivating game show campaign and innovative gift registry Embrace the future of online alcohol shopping with Drizly, owned by Uber
Drizly launched a new campaign today, promoting their ability to help consumers find the perfect drink at any moment. The campaign includes three 15-second ads, featuring a '70s-style game show called "What's It Gonna Be?" Contestants are shown smashing a boring drink with a giant mallet, choosing party themes, and playing pictionary. Created in collaboration with VMLY&R agency, the campaign showcases popular Diageo brands like Don Julio and Bulleit. It will be running on TV, audio, display, and social media platforms.
Gina Hardy, the chief customer officer at Drizly, explained that the ‘What’s It Gonna Be?’ campaign was created to align with the brand's purpose of helping people enjoy life's moments and their vision of becoming the go-to destination for customers seeking the perfect drinks for any occasion. She added that with Drizly, customers can have the right spirits delivered to them, enabling them to experience the excitement of winning the grand prize on their favorite game show repeatedly, regardless of whether they're opting for a weird, wonderful, or any other kind of night out.
Drizly is introducing a gift registry experience alongside its campaign, allowing consumers to easily share their preferred choices for ordering and delivery with friends and family. This new feature was developed based on Drizly's 2023 Consumer Trend report, which revealed that 72% of respondents expect their alcohol gifting to either remain the same or increase this year. Additionally, 68% of participants identified holidays as the primary occasion for gifting drinks. Furthermore, gifting has become a significant use case, accounting for more than 20% of orders in December. According to Hardy, Drizly has continuously enhanced its gifting experience by introducing new features to improve the shopping process and help consumers find the perfect drink for their recipient. These enhancements include custom e-cards and gift bags. The creation of the Drizly Gift Registry is a natural progression of these efforts.
Drizly is enlisting the help of actor-comedian Joel McHale to enhance its registry offering and showcase his own gift list. To further enhance the campaign, Drizly has also introduced the Drizly Drink Experts, a group of connoisseurs, including a beer sommelier and a professional bartender, who will curate recommendations for consumers across various categories. The content will cover recommendations, tips, and drinks guides.
Similar to other e-commerce platforms, Drizly experienced a surge in popularity during the initial stages of the pandemic as consumers turned to digital channels for their purchases. As a result, the platform has adapted to cater to consumers who have resumed pre-pandemic activities but have also retained certain habits developed over the past few years. The introduction of the gift registry and the drink expert program, along with the previously launched "Party Theme Generator 3000," reflects this transition.
"We adapted our value proposition in response to the post-pandemic shift away from in-store shopping. Our primary focus became creating an immersive and personalized experience, centered around those important moments when people are searching for the perfect beverage," explained Hardy. "Our mission is to provide the best, most enjoyable, and most helpful shopping experience for beverages, allowing our customers to prioritize what matters most to them."
As a result of its impressive growth during the pandemic, Drizly was acquired by Uber in 2021 for $1.1 billion in stock and cash. While it continues to operate as an independent brand and app, Drizly plays a crucial role within Uber's expanding portfolio.
Hardy stated that their main objective is to promote overall expansion in the beverage alcohol sector through both Drizly and Uber Eats. They plan to utilize Drizly's extensive knowledge in the category and their established retailer presence, in addition to Uber's wide-reaching customer base and efficient logistics network.
