Archer Roose’s "Snake Rewards" campaign leverages an unconventional and provocative approach to redefine the traditional corporate rewards program, aligning with the brand’s positioning as a disruptor in the luxury wine market. The brand proposition centers on offering a bold, memorable experience that differentiates Archer Roose in the crowded alcoholic drinks sector. By combining sustainability, premium quality, and playful irreverence—embodied by delivering a live snake as a reward after an extreme purchase milestone—the campaign underscores the brand’s commitment to originality and a daring consumer engagement.
The market strategy capitalizes on the insight that contemporary consumers respond to brand experiences that are not only premium but also entertaining and shareable. Targeting a digitally savvy, adventurous demographic interested in luxury and novelty, the campaign used a staggered reveal beginning with a cryptic hotline that generated curiosity and organic buzz on the high-profile Super Bowl Sunday. The involvement of actress Elizabeth Banks as Chief Creative Officer adds credibility and a celebrity-driven narrative designed to enhance audience connection. The subsequent multimedia rollout across digital platforms—including paid and organic social channels, email, and a dedicated microsite—facilitated direct engagement and detailed exploration of the program, encouraging consumers to interact deeply with the brand story. This creative tactic positions Archer Roose as a brand willing to challenge conventions while inviting consumers into a uniquely playful and immersive brand experience, effectively merging product luxury with entertainment and exclusivity.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers on Elizabeth Banks, a well-known celebrity and Archer Roose’s Chief Creative Officer, as she announces an absurd “Snake Rewards” corporate program, blending her personality with the brand narrative. The campaign’s structure revolves around Banks presenting outlandish reward ideas, leveraging her star power for memorability and genre-bending humor. The creative does not follow a problem-solution arc, symbolic device, direct demonstration, direct comparison, or parody. Instead, it utilizes Banks’ ongoing character to build identity and recall, making FORMAT#8 the most accurate fit.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Barefoot Wine – Positioned as an affordable, approachable, and fun wine brand targeting casual drinkers and social occasions, Barefoot emphasizes variety and accessibility through vibrant branding and wide retail distribution.
2. Kim Crawford – Focuses on premium New Zealand Sauvignon Blanc and other varietals, leveraging geographic uniqueness and a modern, clean image to appeal to consumers seeking high-quality, crisp, and refreshing wines.
3. Meiomi – Known for its blended Pinot Noir with broad appeal, Meiomi differentiates through bold flavor profiles and a contemporary, lifestyle-oriented brand that resonates with millennial and social media-savvy consumers.
4. Apothic – Embraces a dark, edgy branding approach with bold, fruit-forward red blends, appealing to younger audiences drawn to distinctive packaging and adventurous, approachable wine experiences.
5. La Crema – Markets itself as a sophisticated, Californian winery offering elegant Chardonnays and Pinot Noirs, highlighting terroir-driven wines that attract discerning consumers who appreciate complexity and refinement.
Q: What is Snake Rewards about?
A: Snake Rewards is a 2022 integrated campaign created by Archer Roose in partnership with actress Elizabeth Banks and the agency Colossus, targeting the United States alcoholic drinks market. The campaign reimagines the traditional corporate rewards program by offering consumers a real, live snake after purchasing 100,000 cases of Archer Roose wine. Launched with a cryptic toll-free hotline teased on Super Bowl Sunday and followed by a multimedia rollout, Snake Rewards leverages shock value and celebrity involvement to drive engagement, positioning Archer Roose as a bold disruptor in the luxury canned wine category.
Q: What creative device does Snake Rewards use?
A: Snake Rewards employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. The campaign centers on Elizabeth Banks, who appears as Archer Roose’s Chief Creative Officer, using her recurring presence and distinctive personality to anchor the brand narrative. Rather than relying on traditional advertising structures like problem-solution or parody, the campaign builds memorability and brand recall through Banks’ ongoing character, blending genre-bending humor with a provocative, outlandish rewards concept.
Q: What is the campaign proposition for Snake Rewards?
A: The campaign proposition for Snake Rewards is to redefine the corporate rewards experience through an audacious, memorable offer that sets Archer Roose apart in the crowded luxury wine sector. By promising a live snake as a reward for an extreme purchase milestone, the brand signals its commitment to originality, entertainment, and daring consumer engagement. Targeting digitally savvy, adventurous consumers who value both premium quality and novelty, the campaign uses a staggered, multimedia reveal to foster curiosity and direct interaction, reinforcing Archer Roose’s positioning as a challenger brand with a playful, irreverent edge.
Q: How does Snake Rewards rank in Clapboard's archive?
A: Snake Rewards holds a Clapboard Campaign Score of 76/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Archer Roose's category?
A: In the premium and lifestyle wine market, Archer Roose competes with brands such as Barefoot Wine, which is known for its accessible, fun positioning and broad retail presence; Kim Crawford, which emphasizes high-quality New Zealand varietals and a modern, crisp image; Meiomi, which appeals to millennials with bold blends and a contemporary lifestyle focus; Apothic, which targets younger consumers with edgy branding and adventurous red blends; and La Crema, which attracts discerning drinkers with sophisticated, terroir-driven Californian wines. Each brand carves out a distinct identity within the evolving wine landscape.
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