Elizabeth Banks puts her unique stamp (and face) on Archer Roose wine
The deal Elizabeth Banks made with Archer Rosea premium canned wine brand, is not one of those superficial celebrity endorsements.
As co-owner and creative director, the Hollywood multi-cast has fully integrated herself into the brand, both in real life and in a series of wacky commercials over the past few years. By extension, and like a running gag, it has also invaded the professional and personal life of its founder Marian Leitner.
For the last campaign, Banks staged the ultimate takeover, redesigning Archer Roose’s packaging around a cute photo of itself. For a seasonal touch, she also stuck her mug on Leitner’s Chrismukkah tree and the wrapped gifts underneath.
“It’s Elizabeth Banks unleashed – it’s pure chaos,” according to Leitner. “It’s an extension of the idea that she puts her stamp on everything we do at Archer Roose.”
During a break from filming the spot, Leitner and Banks recently spoke to ADWEEK about their on-screen yin-yang relationship, which aims to lighten up a category better known for its serious (some might say snobbish) marketing.
“We wanted to show people this fun dynamic that we have — the out-of-control brand ambassador and the flummoxed CEO who can’t control her partner — and give it a holiday twist,” Banks told ADWEEK.
Gopuff Collaboration
The new ad, in which Banks appears dressed head to toe as a festive holiday elf, promotes canned wine and its availability from Gopuff. A character playing a camera-ready Gopuff employee appears, breaking the fourth wall to showcase the growing delivery service.
“A lot of times around the holidays you find yourself in a difficult situation: You have a party and there’s no alcohol,” Banks said. “It reminds people that they can solve an immediate need in 15 minutes.”
Archer Roose is releasing a limited number of Bubbly cans with Banks’ face in place of the brand logo.Archer Rose
The core of the spot’s concept, called “It’s Giving…Holiday,” came about when Banks ordered wrapping paper with her children’s faces on it as a gift for their grandparents for the upcoming holiday. The idea grew from there, with Banks and the in-house Archer Roose team developing the idea.
The brand then hired Gut Feeling, a new creative boutique based in Los Angeles, to write the script and shoot the spot. The independent agency has previously worked with Gopuff, creating a video in May featuring Ian Somerhalder, Paul Wesley and their Brother’s Bond bourbon. It went viral with 25 million views in the first 24 hours. (Independent agency Colossus (has managed creative projects for Archer Roose in the past).
An on-site boom
Archer Roose’s new ad comes as the company has seen double-digit growth this year (with overall wine sales falling 5%) and has expanded its distribution. Within a few months, the brand will add about 1,000 new locations, bringing the total to 4,500 retailers, according to Leitner.
A concerted campaign for more on-site accounts now allows wine to be stocked at around 200 Dave & Buster’s restaurants across the country, Regal Cinemas, Vail Resorts in Colorado and Atrium Hospitality Group hotels.
As for the revamped packaging with Banks’ face on the cans, it’s not a real product. As Leitner says to Banks in the video: “Where did you get that?
But as a nod to her investor-collaborator, the CEO agreed to market a limited quantity of the line’s sparkling white wine, Bubbly, with Banks’ face in place of the brand’s logo. These cans will only be available in the Los Angeles area, with Banks calling the stunt an “Easter egg for fans of the brand.”
