Try it. It’s very good tasting - Archer Roose | Clapboard Ad Archive
Archer Roose’s 2022 campaign Try it. It’s very good tasting, created by Colossus for the United States market, boldly redefines premium wine communication by championing canned luxury wines through a refreshingly irreverent tone and the charismatic presence of Elizabeth Banks as Chief Creative Officer. Anchored in what Clapboard classifies as FORMAT#8—Ongoing Characters or Celebrities, the campaign leverages Banks’s authentic expertise and approachable personality to dismantle traditional wine snobbery, delivering a playful yet credible narrative that positions Archer Roose as a brand that marries sophistication with everyday convenience. The campaign’s standout creative device is its audacious sensory analogy comparing the taste of Archer Roose wines to the comfort of a heated leather seat, a metaphor that immediately captures attention and injects humor into a category often weighed down by formality. This unorthodox approach aligns with Archer Roose’s broader brand promise of luxury wines that are consciously crafted, globally sourced, and sustainably packaged, meeting the evolving expectations of younger, lifestyle-conscious consumers who demand quality without compromise or pretense. The film format is used to great effect in guiding viewers through how to enjoy the wines, ideal pairings, and cocktail recipes, all delivered through Banks’s engaging, offbeat style that humanizes the product and invites consumers into a more inclusive wine culture. Strategically, the campaign taps into the burgeoning trend of casual, on-the-go wine consumption, positioning canned wine as a modern, eco-friendly alternative to traditional bottles without sacrificing the premium taste experience associated with Archer Roose’s portfolio of varietals, including Bubbly, Bubbly Rosé, Rosé, Sauvignon Blanc, Pinot Grigio, and Malbec. Digital integration extends the campaign’s reach and community-building potential via Archer Roose’s website and social platforms, reinforcing the brand’s ethos of consciously crafted, worldly wines. Clapboard rates this campaign 62/100. This campaign matters because it demonstrates how the alcoholic drinks category can successfully blend celebrity authority with irreverent storytelling to reposition traditional luxury products for a new generation of consumers seeking authenticity and convenience.
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