Brand Spotlight: Drizly – Adult Beverage Delivery App
November 19, 2021
In today’s increasingly digital world, you can order just about anything online and have it delivered to your door in a matter of days or even hours. Exacerbated by the global pandemic and the need to stay home, food delivery apps such as Instacart, GrubHub, UberEats, and Door Dash are household names. We’ve become used to ordering our favorite comfort food from the convenience of our living rooms but now our favorite adult beverages can be included in these speedy delivery services as well.
Drizly, a relatively new entrant into the home-delivery category specializes in the delivery of beer, wine, and liquor. With their advertising message more singularly focused on “adult beverages” vs. broader food delivery, is it enough for them to stand out against the more established brands in this space?
Using our in-market measurement solution Phoenix Brand Effect, we compared the ad and brand performance of Drizly against other delivery apps such as UberEats, DoorDash, and GrubHub.
When strictly comparing “breakthrough” for the top ads from each brand individually, Drizly is falling behind.
UberEats stands firmly at the top with their “Legendary Looks” ad, featuring music icons Lil Nas X and Elton John. Coming in 15 percentage points above the norm and 17 above Drizly, this ad had incredible memorability, boosted by its use of celebrity musicians and a humorous premise. This successful format has been repeated with other celebrities such as Mark Hamill, Patrick Stewart, Olympic gymnast Simone Biles, and Queer Eye’s Jonathan Van Ness (to name a few.)
As a caveat, UberEats has a much larger media spend than Drizly, which could be influencing their high breakthrough scores but despite the media weight, what seems to be working for Drizly is a straightforward narrative and focus on ease of use. Their promotion of delivery in under 60-minutes, a wide selection of items, and being able to shop at different stores in your area helped give a big boost to their Brand Linkage.
However, it is worth noting that while UberEats and DoorDash are still on top in terms of overall breakthrough, Drizly shows the best branding of the group. Could this be because the brand is focused primarily on the delivery of alcohol, which is a differentiating factor for the brand?
If you are interested to see how Drizly performed on an overall brand level, or if you would like additional insights into the “whys” behind the performance of these ads, reach out!