Dive Brief:
- Drizly announced a new brand direction and identity that expands its purpose from being an on-demand alcohol delivery platform to an e-commerce resource for any occasion, per information shared with Marketing Dive. The effort has a heavy focus on promoting Drizly as a gifting destination.
- A new campaign with 30- and 15-second spots for linear and connected TV showcases the brand’s refreshed identity, which includes an updated logo, typography and color pallet. Additional elements span social media and audio platforms, while Drizly’s bear mascot has gotten a name: Molly.
- The refresh is timed to the holiday season and comes just months after the Uber-owned company expanded its advertising capabilities with the addition of high-profile ad placements in its gift-giving category. The switch to a “now or later” strategy also arrives as consumers appear to be sticking to at-home drinking habits spurred by the pandemic.
Dive Insight:
Drizly is giving itself a facelift just as holiday gift-giving takes flight, and for good reason. Gifting accounted for 11% of the company’s sales between 2020 and 2021, according to the announcement. A Drizly survey noted that 84% of respondents said they enjoy receiving alcohol as a gift. Such an emphasis comes as many consumers continue to opt for at-home drinking versus going out, a trend that emerged during the pandemic.
Central to the refresh is a brand purpose that ditches Drizly’s delivery-on-demand positioning, instead leaning toward becoming a well-rounded e-commerce destination that can be enjoyed regardless of timing. Added features include shipping capabilities across 27 states and the ability to shop from both local and non-local retailers. Drizly also widened the reach of its corporate and concierge gift sets to 10 new markets.
Drizly additionally unveiled a guided shopping experience intended to make gift-giving easier by helping consumers narrow down which products may suit someone best based on their flavor preferences. That experience is complimented by personalized e-cards.
New ads promoting the changes were spearheaded by agency Party Land, while the brand identity was developed with branding agency Red Antler and photographer Marcus Nilsson. Spots are expected to air in the coming weeks and highlight Drizly’s gift-giving focus, mentioning all the reasons a consumer may need to use the app to shop for their alcohol needs.
"After building the infrastructure for alcohol e-commerce and paving the way for on-demand delivery at scale, this next phase for Drizly is all about building a tailored shopping experience to help customers find the best drinks for these moments – whether it's a bottle for an impromptu date night at home or sending a gift across the country to mark a special occasion," said Drizly CEO Cory Rellas in a press statement.
Drizly’s overhaul comes just a little over a year after Uber purchased the company for $1.1 billion, which led to it being integrated into the Uber Eats platform while maintaining its own app and website.
