Archer Roose & Elizabeth Banks Poke Fun at the Metaverse
Laura McQuarrie — October 14, 2022 — Marketing
References: prnewswire
Clean wine brand Archer Roose has poked fun at marketing conventions in the past and its newest content piece featuring Chief Creative Officer Elizabeth Banks is focused on highlighting the confusion that surrounds the metaverse. While many brands are rushing to make their presence known in the metaverse, Archer Roose drives home the message that wine is best enjoyed in real life. The newest Archer Roose varietal, Bubbly Rosé, is prominently featured.
"We love technology and innovation," said Marian Leitner, CEO of Archer Roose, in a press release, "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."
"We love technology and innovation," said Marian Leitner, CEO of Archer Roose, in a press release, "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."
Trend Themes
1. Real-life Experience - Brands can capitalize on the desire for in-person experiences by creating unique and engaging real-life events for their customers.
2. Satire Marketing - Using humor and satire in marketing content can help brands differentiate themselves and appeal to younger, more digitally-savvy audiences.
3. Clean Label - The growing trend for clean ingredients and sustainable practices can create new opportunities for brands that prioritize transparency and eco-friendliness in their product offerings.
Industry Implications
1. Food & Beverage - Food and beverage brands can leverage the trend towards in-person experiences by hosting innovative food and wine pairing events.
2. Digital Marketing - The use of humor and satire in marketing campaigns can create new possibilities for marketers to engage with younger, digitally-savvy audiences through social media campaigns and viral video content.
3. Sustainability - The clean label trend can offer new opportunities for sustainability-focused brands to target eco-conscious consumers with more transparent product labeling and environmentally-friendly practices throughout the supply chain.
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