Nio is delivering luxury through your letterbox.
Backed by Distill Ventures (Diageo), NIO cocktails are recreating the experience of world-class cocktail bar drinks in-home. As a nascent category, ‘marketing investment in addressable TV and paid social educated new users on the benefits, but more importantly raised NIO above the competition in order to justify the price premium and inspire long term brand value.
The ‘Don’t try this at home, try this at home’ campaign stylishly and humorously brought to life the perils of making cocktails at home, then contrasted this with the ease and sophistication of NIO Cocktails. Through incremental marketing investment web sessions increased by 315% compared to the previous 3 months, but more importantly revenue increased by 244%.