Brand: Archer+Wolf, LLC
Advertiser: Archer+Wolf, LLC
Lead agency: FCB Chicago
Effie awards category context
Archer threw a curveball in the world of sports; signing the Biggest Sports Endorsement Deal of All Time, a $3.4 billion deal paid out over 10 million years (with an option to extend). Despite a limited budget, the disruptive idea broke through the expensive world of sports marketing to connect with its male target through their love of sports.
State of the marketplace and brand's business
Founded in 2012, Archer is a small home care company for men, making a variety of manly products like air fresheners and dish soaps.
Over the course of its 5 years, sales growth has been slow due to a fiercely crowded category. Category leaders, in comparison to Archer, have endless shelf space in mass retailers and the ability to broadly market and maintain their high awareness with their marketing deep pockets.