From just another wine brand
To the category's boldest personality.
OVERVIEW
You’re not supposed to sell wine in cans. That’s what “everyone” says. Because it “breaks” all the “rules”. But Archer Roose firmly believes that rule breaking is what makes the world go ‘round — one can of sauvignon blanc at a time. That’s why we’ve built a brand entirely on the mindset of zigging while everyone else zags.
Take Elizabeth Banks. Sure, she’s a celebrity spokesperson, but not in the way you might think. She approaches brand building the Archer Roose way — a way most brands would say defies convention. In fact, in our first spot introducing the partnership, we show Banks forcing her way into Archer Roose CEO Marian Leitner’s home and manhandling her way into the spokesperson moniker.
Add to that the scuba diving, the weird puppets, the shrimps, the homemade commercials, the metaverse and more, it’s safe to say that Elizabeth Banks and Archer Roose are perfect for each other. It’s ok if you disagree. You’d just be wrong. Because three years after we started, Banks is on the cover of AdWeek as a “Brand Genius”. No big deal.
RETURN ON CREATIVE
- +926% Organic Social Engagement
- 80% Video Completion Rate (vs prior benchmark)
- National Distribution in Target, Kroger, and JetBlue
- Key Account Wins across Vail Resorts, Dave & Busters and Regal Cinemas
- Minority acquisition by Constellation Brands, now a top 5% U.S. wine brand
