How would you like it if Elizabeth Banks was an uninvited houseguest? Many Americans would welcome the Hollywood star with open arms. She’s funny, charming, beautiful, and famous. She also likes to drink wine.
Marian Leitner, who has a new company to run, isn’t so sure. Let’s watch.
According to T.L. Stanley at Adweek, Banks is the new Chief Creative Officer and co-owner of Archer Roose. Archer Roose is now shipping canned wine in super cool packaging.
The commercial was made by Boston-based Colossus. “We didn’t want it to feel like a 60-second skit,” Greg Almeida, the agency’s founder and executive creative director. “We wanted people to be entertained, but we had to make sure the wine was very present.”
The global canned wine market size was valued at USD 211.4 million in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 13.2% from 2021 to 2028. The rising demand for convenient, portable, and single-serve beverages is the key driver for the market growth.
