wine

Elizabeth Banks' Phony Book Club Sparks Archer Roose Pitch


 

Are book clubs simply an excuse to get together with friends and drink wine?

Actress and film director Elizabeth Banks is so convinced it’s true that she has created her own “book club” in the latest campaign for luxury canned wine brand Archer Roose.

It’s a fake get-together, because none of Banks’ book faves shown in this spot from the Colossus agency has actually been written—much less published.

Their titles provide adequate clues: “How to Play the Violin Despite Your IBS,” “Childhood Chest Hair” and “Make Mommy’s New Boyfriend Alan Disappear,” to name just a few.

“If you’re a female-famous person and you don’t have a book club, are you actually famous? No, of course not,” says Banks.

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Anyone can join the “club” by following Archer Roose on Instagram, where Banks will reveal new faux titles every month.

“Drinking wine doesn’t have to be so stuffy” Colossus executive creative director Greg Almeida tells Marketing Daily.

Launched in 2014, Banks was part of a critical marketing pivot for Archer Roose after the pandemic shut down bars and restaurants that were critical to the brand’s success.

Banks joined the company as a part owner—her debut chronicled in this “Uninvited Guest” commercial in which she turns up unexpectedly in Archer Roose CEO Marian Leitner’s kitchen and ransacks it for food and a drink.

Last summer, spirits giant Constellation Brands acquired a minority stake in Archer Roose to accelerate its presence in the ready-to-drink alcohol beverages category.

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