While seemingly every brand has been racing toward the new technological playground known as the metaverse, Archer Roose – a leading canned wine company – has decided to participate in a different way, by highlighting the confusion behind what the metaverse actually is. And they’ve done so alongside Chief Creative Officer Elizabeth Banks.
Join Banks as she samples Archer Roose’s new varietal, Bubbly Rosé, in the metaverse. Archer Roose leaves it to their customer to decide for themselves if they’ve done a decent job of explaining and navigating the metaverse. At the end of the day though, the brand recognizes that perhaps wine is best enjoyed in real life.
“We love technology and innovation,” says Marian Leitner, CEO of Archer Roose. “But as a wine brand, what we love is bringing people together here in the real world, telling stories, eating great food and drinking delicious wine. So, having some fun with the metaverse was easy for us.”
Archer Roose has poked fun at marketing conventions in the past, introducing their partnership with Elizabeth Banks with a video called “Uninvited Guest.” In it, Elizabeth Banks simply showed up at the CEO’s house and wouldn’t leave, forcibly making herself the brand spokesperson. Archer Roose also launched a rewards program by offering free poisonous snakes to consumers, only to eventually replace the program with an actual, reptile-free one.
“You’re seeing every brand race to have a presence on the metaverse,” says Banks, “But a lot of consumers don’t really understand what that means. As a brand, there’s an opportunity to connect and laugh with consumers and say, ‘don’t worry, you’re not alone.'”
The new spot was created by Archer Roose’s agency of record, Colossus. Archer Roose is a women-owned and -operated company. For this production, Colossus continued the “girl gang” approach using a largely female production crew, director and editor.
Archer Roose’s new Bubbly Rosé, can be purchased here.