Nightcapit: The Innovative Product Helping Brands Promote Safety on Nights Out
In recent years, drink spiking has become a growing concern, both globally and here in the UK. Whether at a nightclub, festival, university event, or bar, young people are increasingly aware of the dangers. As businesses, agencies, and brands, there’s an opportunity to show your customers you care about their safety!
Nightcap, the anti-spiking scrunchie, is already a global success, with over 600,000 units sold in 40 countries. It’s been featured on the US version of Dragon’s Den (Shark Tank) and has gained massive attention on TikTok, with 470,000 followers and videos reaching 20 to 40 million views. Today, 50% of Nightcap’s revenue comes from direct-to-consumer sales, with successful partnerships including 150+ college campuses distributing scrunchies to students at events, and collaborations with brands like Bumble dating, Forever 21, the latter of which purchased 8,500 scrunchies to sell in 400 retail stores starting this month.
Nightcap is more than just a product—it’s a solution to a real problem, helping to protect individuals from drink spiking while offering your brand a unique promotional opportunity
The Drink Spiking Problem: Why It Matters
- 11% of UK women have reported being victims of drink spiking.
- Over 2,600 drink spiking incidents were reported to police in England and Wales in the last year alone.
- Young people aged 18-24 are particularly vulnerable at events and nightlife venues.
For brands, supporting solutions like Nightcap is a chance to align with a meaningful cause and take action to protect customers while building trust and awareness: values that strongly resonate with the younger generation.
What’s a Nightcap?
Nightcap is an innovative, wearable drink cover hidden inside a stylish scrunchie. Here’s how it works:
PS: They also come in Key-chain form for those who don’t sport luscious long locks!
Why Brands Should Get Behind Nightcap:
1. Show You Care : Associating your brand with Nightcap shows your commitment to social responsibility and safety. Today’s consumers are drawn to brands that take a stand on meaningful issues. Nightcap demonstrates that you’re not just selling a product—you’re actively contributing to keeping people safe.
2. Customisation Made Easy: Nightcaps are available in black as standard, but can be customised with multiple colours to match your brand’s style. Using DTF (Direct-to-Film) printing, you can add your full-colour logo, slogan, or design, making it a bold and memorable promotional item.
3. Leverage a Proven Success Story: Nightcap has already sold over 600,000 units across 40 countries, this proven success makes it easier for you to pitch with confidence!
Addressing Client concerns: “What if someone gets spiked while using this product?
Here’s the reality:
While no product can offer 100% protection, Nightcap is a proactive step towards safer nights out. It empowers people to take precautions and reduces the opportunity for drink spiking to occur. By aligning your brand with Nightcap, you’re not claiming to eliminate the issue—you’re showing leadership in tackling it.
Customers will see your efforts as responsible, empathetic, and socially aware. In today’s market, these are qualities that are essential to resonate with audiences and build brand trust.
How and Why to Market Nightcaps:
Ideal for university events, festivals, and nightlife promotions, it appeals to socially conscious audiences. Drinks brands like Red Bull or Coca-Cola, and venues such as Wetherspoon can use customised Nightcaps to build trust and showcase their commitment to safety. Local councils and universities can also integrate it into anti-spiking campaigns, making a positive impact while enhancing brand recognition.
By offering branded Nightcaps, you’re giving your clients a meaningful product they’ll feel proud to share with their audiences.
Don’t miss this opportunity! Contact us now to discuss customisation options, pricing, and how this game-changing product can help you deliver impact for your clients.
Resources used to write this blog:
https://www.drinkaware.co.uk/
https://www.gov.uk/government/organisations/home-office
https://www.forbes.com/sites/zoyahasan/2024/01/26/how-this-under-30-founded-drink-spiking-prevention-tool-landed-a-spot-on-forever-21-shelves/
