The Brand
NIO Cocktails was launched in 2017 and entered the UK market in 2019. NIO’s challenge was remaining top of mind despite changing consumer behaviour.
The Brief
Most people in the UK enjoy wine or beer at home rather than shaking up a cocktail. NIO wants to become the obvious alternative for the at-home experience.
NIO wants to increase their brand fame to become the brand of reference when people think about at-home cocktails.
Experience is key. It’s not just a cocktail in a pouch. The PR content must convey the luxury experience and ritual of opening, pouring and enjoying a drink at home.
The Solution
We proposed a suite of digital PR activity, including product placement, storytelling, planned and reactive content.
Each piece of content we produced had a clear objective to convey the premium and luxury experience of enjoying a NIO Cocktail at home.
The trend-led content gave us plenty of opportunity to point links to category pages, whilst product placement enabled us to generate direct product links in dream publications.
Our carefully crafted content made it easy for journalists to include the products, commentary and recipes, cementing NIO as experts in their field while providing publications with insight relevant to their specific audiences’ interest.
