From appealing to the general public
To a highly-targeted, breakthrough creative program.
CHALLENGE
Archer Roose, makers of luxury wine in cans, was piquing consumer curiosity. Our brand building efforts were driving sales, but success (as we all know) breeds new benchmarks.That meant we needed to get more people paying attention and most importantly, putting wine to lips (their words, not ours. Although maybe it was ours.)
STRATEGY
Limited budget meant limited media which meant the need for maximum creativity. So instead of putting ads into the wind hoping to reach the wine drinker, we unearthed a clever insight that led to a highly efficient approach. The insight? Book Clubs are just excuses to sit around and drink wine with your friends.
CREATIVE SOLUTION
We created the Archer Roose Book Club. Which, as you can imagine wasn’t actually a book club at all. Our program offered all of the ingredients to become part of an actual club … book titles and wine … only no reading was required. Why? Because all the titles were fake (and completely preposterous). The purpose of the club was to cut to the heart of it all and just get people drinking Archer Roose with a room full of friends, co-workers and probabation officers.
