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Drizly launches gift registry with Community star
US alcohol delivery company Drizly is launching its first-ever gift registry ahead of the festive season, collaborating with Joel McHale, star of hit sitcom Community, to promote it.
Titled What’s it Gonna Be?, the campaign has been timed to coincide with the arrival of Thanksgiving, Christmas and New Year. The gift registry will allow Drizly users to create and share registries listing the beers, wines and spirits they want. The delivery platform will also be offering a questionnaire that promises to narrow down the best gifting options.
The campaign will be rolled out across TV, social media, audio and display advertising. For television, three 15 second spots inspired by 1970s gameshows will be broadcast. Though none of them feature McHale, he is still the celebrity face of the campaign.
McHale, who played Jeff Winger in Community from 2009 to 2015, said: “There’s nothing worse than giving, or getting, a crappy gift. So when Drizly launched its new Gift Registry, I couldn’t wait to create my own registry of my favourite booze so I never have to pretend to like a terrible gift again. And like Drizly, I love giving the perfect gift. But you know what’s the worst? Sending an awkward text asking what someone wants. Drizly’s Gift Registry is the perfect solution for that too, I just answer a few questions about that hard-to-shop-for person on my gift list, and voila, Drizly gives me some great drink options for them to choose from. With Drizly’s incredible selection of drinks, my gift-giving skills just reached a new level of perfection.”
He has also published his own gift registry on Drizly, featuring the likes of The Macallan Sherry Oak 25 Year Old Single Malt Scotch Whisky (priced upwards of US$759.99), wine from Pomerol’s Château Lafleur, and Taylor Fladgate 40 Year Old Tawny Port.
Drizly’s chief customer officer Gina Hardy said: “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 savour life’s moments.”
Drizly will also be pushing its Drizly Drinks Experts, a campaign featuring figures from the alcohol industry, by sharing their registries. It has announced plans to expand on this further next year.
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