Drinks brands Archers Schnapps has snapped up TV personality Gemma Collins for the launch of a new campaign celebrating its refreshed packaging by tapping into the “24-hour travel trend” on social media.
Centred around a 90-second clip brought to life by Collins’ larger-than-life personality, the creative positions Archers’ schnapps as the ideal accompaniment to a quick-fire getaway.
The campaign will be additionally supported by the launch of a dedicated microsite offering people itineraries for the ideal 24-hour getaway, powered by generative AI.
“With more consumers seeking quick, hassle-free experiences – both in how they travel and what they drink – we saw a brilliant opportunity to bring these moments together,” said Karen Daly, Archers UK marketing manager.
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“The Archers AI Travel Agency is playful, practical and perfectly in line with our mission to bring a refreshing twist to life’s best moments. The new look Archers bottle is our visual stamp of that evolution, iconic, fun, and full of flavour.”
The campaign’s launch will be further amplified by an integrated media strategy including video-on-demand spots across ITVX, Sky, Netflix, Amazon and Channel 4, alongside paid social, influencer and earned PR activity.
Godelief van Erve, marketing director at Archers Schnapps brand owner De Kuyper global, said: “After two decades, we knew it was time for Archers to get a glow-up, and the new design brings our much-loved peach schnapps into a vibrant new era.
“This campaign combines the spirit of the original brand with a modern, digital twist that feels right for how people socialise, travel and unwind today.”
