Always be Wine-ing – Archer Roose | Clapboard Ad Archive

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Always be Wine-ing - Archer Roose | Clapboard Ad Archive

Archer Roose’s Always be Wine-ing campaign, developed with Colossus for the 2023 US Food & Drink market, upends traditional wine advertising by leveraging the star power and irreverence of co-owner Elizabeth Banks to dramatise just how far the brand will go to make luxury wine feel accessible and unorthodox. In a category long defined by exclusivity and ritual, the spot explodes those conventions: Banks appears as both creative commander and rule-breaker, conjuring a cinematic fever dream of martial arts, cow milking, laser-eyed antics, CGI wizards, and – in a thunderclap of anti-elitist anarchy – even flying turtles, all set to a death-metal soundtrack that audibly divorces itself from classical wine tropes. What emerges is a campaign that adopts the FORMAT#11—Unique Personality Property approach described in Clapboard’s taxonomy: every creative decision foregrounds Archer Roose’s most distinctive feature—genuine wine quality delivered in cans, dismantling the walls of pretense and inviting a new generation of consumers inside. The humour and unruly visuals are not there merely for spectacle; they function as a calculated invitation to a broader, more diverse wine audience, reflecting the brand’s ongoing commitments to inclusivity (foregrounded by a largely female crew for production) and sustainability, while expanding perceptions of when and with whom wine can be enjoyed. Digital strategy amplifies these values by meeting viewers where they’re consuming content today, from Hulu and YouTube’s video-first environments to Meta’s social feeds in Los Angeles and Houston, pairing a reach-focused main film with organic social assets and digital banners for maximum resonance. In direct contrast to wine’s usual air of exclusion, Colossus crafts a creative universe where luxury, sustainability, and fun can co-exist without irony; prior work from the team has built this blueprint, but Always be Wine-ing pushes it into even more outrageous and self-aware territory. By embracing the bizarre and comedic, the campaign rewires the cultural conversation around canned wine, empowering Archer Roose to speak credibly to consumers who want substance but not snobbery, and establishing a blueprint for disruptive, values-led category branding. Clapboard rates this 64/100. For a sector still mired in ritual and reverence, Archer Roose’s campaign demonstrates that creative risk and personality-driven irreverence can unlock a genuinely wider and more modern conversation for wine.

Credits

Client

Archer Roose

Agency

Colossus

Executive Creative Director

Greg Almeida, Travis Robertson

Creative Director Art

Armeen Shaidani

Art Director

Tyler Sugg, Alison Glowacki

Copywriter

Jillian Apatow

Producer

Nicole Hollis-Vitale, Samantha Derderian, Carl Swan, Lizzie Schwartz, Nessie Clarke, Lucia Tran, Ashley McKim, Kevin Breheny

Managing Director

Jon Balck

Account Management

Hayley Richards, Sebastian Molina

Strategic Planner

Jenna Frank

Co-founder

Marian Leitner

Chief Marketing Officer

Sara Gable

Production House

Category Mind Map

48%

Archer Roose’s "Always be Wine-ing" campaign positions the brand as a luxury wine option that challenges traditional wine culture by embracing inclusivity, sustainability, and a playful, irreverent attitude. The campaign’s central proposition is that wine drinking need not be stuffy or pretentious; instead, it can be fun, accessible, and unconventional. By combining luxury with the convenience of canned wine, Archer Roose seeks to redefine consumer perceptions around how, where, and with whom wine can be enjoyed. Strategically, the campaign leverages a bold, humor-driven creative approach to break wine industry norms and broaden its target audience beyond conventional wine drinkers. Featuring Elizabeth Banks as both star and co-creator, the campaign employs a surreal, chaotic visual style—mixing death-metal music, martial arts, cow milking, laser eyes, and CGI fantasy elements—to capture attention and signal the brand’s willingness to defy category expectations. This irreverence aligns with Archer Roose’s core values and appeals to a younger, diverse demographic that values authenticity and sustainability while craving novel, entertaining brand experiences. The use of platforms such as Hulu, YouTube, and Meta, along with a predominantly female creative team, reinforces the brand’s commitment to inclusivity and innovation. Overall, the campaign aims to disrupt traditional wine marketing by presenting Archer Roose as a serious wine brand that “doesn’t take itself too seriously,” encouraging consumers to rethink luxury wine as approachable and fun rather than exclusive or outdated.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign fits the Unique Personality Property format because it foregrounds Archer Roose’s distinct brand identity—luxury wine in cans that’s approachable, quirky, and intentionally un-stuffy. Elizabeth Banks, as celebrity co-owner and presenter, creates an outlandish, comedic, and chaotic TV spot that breaks the conventions of wine advertising with bizarre, unexpected visuals (wizards, martial arts, laser eyes). The creative leverages the brand’s unique property—serious wine without seriousness—by subverting category norms and using wild, attention-grabbing elements that reinforce Archer Roose’s playful, disruptive uniqueness rather than focusing on technical demonstrations, comparisons, or linear storytelling. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. The Sub – Positioning itself as a premium canned wine brand, The Sub emphasizes convenience, portability, and vibrant social experiences. It appeals especially to younger, active consumers who value sustainability and casual luxury without the formality of traditional wine drinking. 2. Underwood – Underwood differentiates by offering high-quality, approachable canned wines that highlight transparency in sourcing and production. Its urban-chic branding targets millennial and Gen Z drinkers who seek authenticity and eco-friendliness in everyday wine consumption. 3. Sofia Mini (by Chateau St. Jean) – Sofia Mini stands out through its focus on bright, playful flavors in petite cans, blending premium wine heritage with modern consumer lifestyles. It targets social, style-conscious women who desire accessible indulgence without the pretense of conventional wine culture. 4. SULA Vineyards – As a leading Indian premium wine brand with a growing US presence, SULA leverages sustainable viticulture and exotic varietals that offer a fresh alternative in the canned wine segment. Its strategic emphasis lies in blending tradition with innovation, appealing to adventurous, value-conscious wine consumers. 5. 19 Crimes – Known for its bold branding inspired by true crime stories and augmented reality labels, 19 Crimes pairs edgy storytelling with approachable, easy-drinking wines. It appeals to younger audiences craving entertainment, authenticity, and differentiation in the crowded wine market.

Q: What is Always be Wine-ing about? A: Always be Wine-ing is a 2023 campaign created by the agency Colossus for Archer Roose, a women-owned luxury wine brand in the United States. Starring co-owner and Chief Creative Officer Elizabeth Banks, the campaign centers on a bold, irreverent TV spot that upends traditional wine advertising. Banks takes creative control, delivering a mashup of surreal visuals—martial arts, cow milking, laser eyes, and CGI wizards—set to a death-metal soundtrack. The campaign aims to make luxury wine approachable and fun, running across major video-first platforms and supported by organic social and digital banners. Q: What creative device does Always be Wine-ing use? A: Always be Wine-ing employs the Unique Personality Property format, as classified by Clapboard’s 12-format taxonomy. This creative approach foregrounds Archer Roose’s distinct identity as a luxury wine in cans that is intentionally un-stuffy and playful. The campaign leverages Elizabeth Banks’ celebrity presence and comedic sensibility, using outlandish, chaotic visuals to subvert wine category conventions. Rather than focusing on technical product demonstrations or comparisons, the spot uses wild, attention-grabbing elements to reinforce the brand’s quirky, disruptive personality. Q: What is the campaign proposition for Always be Wine-ing? A: The campaign proposition for Always be Wine-ing is to position Archer Roose as a luxury wine brand that challenges the traditional, often pretentious, culture of wine drinking. By embracing inclusivity, sustainability, and a playful irreverence, the brand communicates that wine can be fun, accessible, and unconventional. Targeting a younger, diverse audience that values authenticity and entertainment, the campaign seeks to redefine how, where, and with whom wine is enjoyed, making luxury wine approachable for new and established consumers alike. Q: How does Always be Wine-ing rank in Clapboard's archive? A: Always be Wine-ing holds a Clapboard Campaign Score of 64/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Archer Roose's category? A: In the premium canned wine segment, Archer Roose competes with brands such as The Sub, which emphasizes convenience, portability, and vibrant social experiences for younger, active consumers; Underwood, known for high-quality, approachable wines with a focus on transparency and eco-friendliness; Sofia Mini, which blends premium heritage with playful flavors in petite cans targeting style-conscious women; SULA Vineyards, offering sustainable, exotic varietals that appeal to adventurous, value-driven drinkers; and 19 Crimes, which stands out with bold, entertainment-driven branding and augmented reality labels for a younger audience seeking differentiation.