Wise Man Urges You to Seize the Day in High Noon Hard Seltzer Campaign

E. & J. Gallo’s High Noon, the leading premium hard seltzer brand, has selected Austin-based independent agency Preacher as its first agency of record and is now set to launch a new national brand campaign and platform, 'Sun’s Up', also High Noon’s new tagline. Preacher and Gallo’s partnership kicked off in July 2020.

Made with real vodka and real fruit juice, High Noon has a clear product differentiator that informs the new campaign, which also has ties in with the brand's sun icon. The spots offer a well wish and reminder to live like the sun’s always out, regardless of setting or season. In them, a wise older man working behind the counter of a liquor store exhorts a group of younger people to seize the day, with playful directives such as “may watching all those barbecue tutorials actually pay off” and “may everyone respond to your group text.” 

The spots were directed by Rachel McDonald of Biscuit Filmworks, an award-winning talent who’s created notable campaigns for Facebook, Microsoft, IKEA, HP and the Grammys and got her start in features working for Clint Eastwood, Nancy Meyers and Frank Darabont. The stills were created by Emiliano Granado, who’s worked with brands like Nike, Reebok, Adidas and Smirnoff.

“The success of High Noon since its launch in 2019 has been absolutely incredible. There is something special about this brand that has really resonated with people,” said Brandon Lieb, VP of Marketing for E&J Gallo.  “We believe this campaign captures the energy and positivity of those living life in the sun while also solidifying High Noon as the leading premium Hard Seltzer.”

The integrated effort spans TV, digital video, OOH, audio, social, shopper marketing and select flyovers in sunny locations—all reinforcing the brightness of the brand while expressing a tasteful sense of humour that High Noon drinkers will appreciate.