The Archer Roose campaign "Try it. It’s very good tasting," leverages a distinctive, playful tone to position the brand as a purveyor of premium, approachable canned wines. Anchored by Elizabeth Banks, who serves as the relatable and knowledgeable voice, the campaign conveys that Archer Roose offers luxury wines that are both high quality and convenient, packaged in cans rather than traditional bottles. The brand’s promise centers on delivering a sophisticated yet accessible wine experience that aligns with contemporary lifestyle trends, emphasizing sustainability and conscious craftsmanship.
Strategically, the campaign taps into the evolving market shift towards casual, on-the-go wine consumption without sacrificing quality. The unconventional and humorous comparison (“wine that tastes as good as a heated leather seat on your buttcrack feels”) aims to break down traditional wine industry pretensions, making the product feel approachable and relevant to younger, lifestyle-conscious consumers who value authenticity and humor. Featuring Elizabeth Banks as an expert guide provides credibility while maintaining an informal tone that demystifies wine culture. The campaign’s creative angle connects with consumers through relatability and a blend of luxury and laid-back enjoyment, reflecting how modern audiences seek premium experiences that fit into active, varied lifestyles. By highlighting canned wine’s convenience and sustainability alongside curated varietals, Archer Roose positions itself to capture a growing segment of wine drinkers prioritizing both quality and responsible consumption.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers around Elizabeth Banks, who appears as the "Chief Creative Officer" and the face of Archer Roose, using her personality and authority in wine to anchor the video. The narrative leans on Banks’s ongoing association with the brand, presenting her unique, comedic perspective as she discusses the wine, how to enjoy it, and quirky comparisons (e.g., likening wine taste to the feeling of a heated seat). The creative relies on her celebrity and character, not a traditional testimonial or storyline, to drive recall and brand identity.
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, Barefoot targets casual wine drinkers with a wide variety of easy-drinking options. Their strategic angle is accessibility and inclusivity, appealing to everyday consumers who want consistent quality without complexity or high price points.
2. Meiomi – Meiomi focuses on premium, coastal-inspired wines that blend fruit from different California regions. The brand differentiates itself through its consistent quality, smooth taste, and broad appeal among millennial and Gen Z consumers seeking a trendy, lifestyle-oriented wine experience.
3. Apothic – Apothic is known for its bold, rich, and slightly sweet red blends. They emphasize flavor innovation and creativity, targeting consumers who enjoy adventurous, lush profiles with a slight edge, often appealing to younger, urban wine buyers looking for something distinctive but affordable.
4. Kim Crawford – Positioned as a premium New Zealand Sauvignon Blanc specialist, Kim Crawford highlights crisp, vibrant, and refreshing white wines. Their strategy hinges on provenance storytelling and quality, appealing to discerning consumers seeking sophisticated yet approachable wines with a strong varietal identity.
5. Josh Cellars – Josh Cellars stands out with its focus on carefully crafted, balanced wines that offer premium value. The brand targets consumers who want a refined wine experience without the luxury price tag, leveraging a reputation for consistency, approachable elegance, and broad varietal options.
Q: What is Try it. It’s very good tasting about?
A: Try it. It’s very good tasting is a 2022 film campaign created by the agency Colossus for Archer Roose, a luxury canned wine brand in the United States. The campaign features Elizabeth Banks as the face and Chief Creative Officer, using her personality and wine expertise to present Archer Roose’s premium canned wines in a playful and approachable way. It highlights how to enjoy the wines, pairing suggestions, and cocktail ideas, while using a bold, humorous comparison to capture attention and position the brand as a sophisticated yet accessible choice for modern wine drinkers.
Q: What creative device does Try it. It’s very good tasting use?
A: Try it. It’s very good tasting employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES from Clapboard’s 12-format taxonomy, centering the campaign around Elizabeth Banks as a recurring personality. Her role as Chief Creative Officer and the brand’s spokesperson anchors the narrative, using her comedic and relatable voice to humanize the product and build brand recall. This approach relies on her ongoing association with Archer Roose rather than a traditional storyline or testimonial, making her presence the key creative device that drives engagement and identity.
Q: What is the campaign proposition for Try it. It’s very good tasting?
A: The campaign proposition for Try it. It’s very good tasting positions Archer Roose as a purveyor of premium, approachable canned wines that combine luxury with convenience. Targeting younger, lifestyle-conscious consumers, the brand emphasizes sustainability, conscious craftsmanship, and a sophisticated yet casual wine experience. By breaking down traditional wine pretensions with humor and featuring Elizabeth Banks as an expert guide, the campaign connects with audiences seeking quality wines that fit active, on-the-go lifestyles without sacrificing taste or authenticity.
Q: How does Try it. It’s very good tasting rank in Clapboard's archive?
A: Try it. It’s very good tasting holds a Clapboard Campaign Score of 62/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining humor, celebrity influence, and contemporary positioning within the alcoholic drinks category.
Q: Who are the competitors in Archer Roose's category?
A: Archer Roose competes with brands such as Barefoot Wine, which targets casual wine drinkers with affordable, approachable, and fun options; Meiomi, known for its premium, coastal-inspired blends appealing to millennial and Gen Z consumers seeking trendy lifestyle wines; Apothic, which emphasizes bold, rich, and slightly sweet red blends for adventurous, urban buyers; Kim Crawford, a specialist in crisp and refreshing New Zealand Sauvignon Blancs appealing to discerning consumers; and Josh Cellars, which offers carefully crafted, balanced wines delivering premium value without the luxury price tag.
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