How to Cook with Wine - Archer Roose | Clapboard Ad Archive
Archer Roose’s 2024 campaign How to Cook with Wine, developed in partnership with Colossus, is an unmistakable statement on modern wine marketing, leveraging the recognizable charisma of Elizabeth Banks as both Chief Creative Officer and on-screen talent to disrupt and democratize the way consumers relate to luxury wine—specifically, wine in a can. Set within the Alcoholic Drinks market and executed through a playful film format, the campaign positions Archer Roose as a leader in sustainable, premium wine made accessible through convenient, design-forward packaging. By showcasing Banks in a domestic, almost irreverent setting—where a microwave and an apron are the only requirements for culinary exploration—Archer Roose breaks from the tradition-bound codes of wine advertising, which too often fetishize process and provenance at the expense of genuine in-home relevance. This marks a sharp departure from the category’s more formal or aspirational conventions, reframing wine as part of easy, everyday enjoyment, and placing the product confidently alongside popular lifestyle-oriented food and drink rituals. The campaign’s creative device squarely occupies what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, using the familiar face of Banks not just as a fleeting endorser but as a recurring narrative anchor for the brand’s broader irreverent, empowered voice. The script and film interplay wit, relatability, and the clear message that quality and authenticity need not be mutually exclusive with convenience. Archer Roose’s varietal lineup—bubbly, bubbly rosé, rosé, sauvignon blanc, pinot grigio, and malbec—frames the brand as both cosmopolitan and versatile, with the campaign leaning into the digitally native behaviors of its target, inviting deeper engagement through its YouTube channel and social platforms. The campaign does not rely on spectacle or heavy-handed innovation; instead, it wins on clarity and consistency, presenting Banks as a credible, aspirational, yet accessible guide who embodies the brand ethos: sustainability, sophistication, and a decided lack of pretension. Clapboard rates this 63/100. As the canned wine market grows crowded with both established players and upstart disruptors, this campaign signals the power of smart celebrity integration to humanize category innovation and cement brand recall in a changing landscape.
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