Why this canned-wine company tapped Elizabeth Banks to lead its marketing

Several of Archer Roose’s ads starring Banks have gone viral for their irreverent tone, from jokingly referring to Banks as merely a “famous person” to highlighting relatable scenarios like needing a little nip before a PTA meeting or being judged by your neighbors while you bring out your recycling that maybe has one too many glass bottles clanking in the bag. For Archer Roose, Banks has been a crucial part in appealing to consumers with a brand persona that feels relatable and embodies the direction Leitner-Waldman sees for her company.
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