Drizly asks “What’s it Gonna Be?” in new campaign

(Courtesy VMLY&R)

Drizly has introduced its latest marketing campaign, “What’s It Gonna Be?” The campaign highlights Drizly’s role as the premier online marketplace for beer, wine, and spirits, emphasizing its ability to help consumers choose the perfect drink for various occasions, including everyday moments, holidays, and special events.

As part of the “What’s It Gonna Be?” campaign, Drizly has elevated the gifting experience with its first-ever Gift Registry. This feature allows Drizly shoppers to create and share a personalized registry of their preferred beer, wine, and spirits selections. By sending their curated Drizly Gift Registry to friends and family, consumers can ensure they receive precisely the gifts they desire.

Drizly’s “What’s It Gonna Be?” marketing campaign focuses on empowering consumers to discover the right drinks for every moment. The integrated ad campaign spans TV, audio, display, and social media. Using a clever twist on a Drizly-themed, 70s-style game show called “What’s It Gonna Be?,” the campaign includes three 15-second TV spots created by VMLY&R.

These spots showcase the extensive range of drink options on Drizly for gifting, hosting, and everyday needs, with a consistent game show host featured throughout the spots. Watch below:


“Today we see consumers turning to the Drizly marketplace for broadening types of occasions, with gifting being a frequent use case,” said Gina Hardy, Drizly’s Chief Customer Officer. “Our new Gift Registry allows Drizly to be the top destination for gifting by providing a sure fire way to ensure the giftee receives something they truly want. This new feature, along with our ‘What’s It Gonna Be?’ campaign reflects Drizly’s evolution to be the go-to shopping destination for all beverage alcohol occasions and to allow our consumers to better savor life’s moments.””

The campaign marks Drizly’s increasing focus on assisting consumers in finding and purchasing the right drinks for any situation. It features a multi-channel advertising campaign and introduces the “Drizly Drink Experts,” the company’s first expert ambassador program. Additionally, just in time for the holiday season, Drizly has collaborated with actor, comedian, and television host Joel McHale.

Drizly’s Gift Registry offers a guided experience, enabling gifters to answer a brief series of questions to receive thoughtful gift recommendations from brands like Don Julio, Johnnie Walker, and Bulleit. The recommendations are tailored to the recipient’s interests and tastes.

The gifter can share the customized collection with the giftee through a unique link, prompting them to choose their favorite drink from the registry. Subsequently, the gifter can order the selected bottle directly on Drizly for doorstep delivery, accompanied by a personalized e-card for an extra special touch.

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