A liquor store owner 'blesses' summer fun for High Noon hard seltzer

Campaign from new AOR Preacher takes a dig at 'malt-based' competitors

Published On
May 20, 2021

Editor's Pick

The proliferation of hard seltzers makes it hard to stand out (apart from shooting one into space). So E. & J. Gallo’s High Noon brand is leaning into the spirit of the season with a solemn invocation of summer’s sunny vibes.

The campaign (from Preacher, fittingly) has the tone of a priestly benediction. A gravelly voice heaps good wishes on a band of High Nooners—young, carefree people ready to party and mingle with nary a mask nor distanced conversation in sight. This is a world of lounging by the pool and perfect barbecue, of group texts that always get responses and boats that are other people’s responsibilities.



In a bid to differentiate the product, much is made of its ingredients—vodka and fruit juice—and there’s a clear dig at “malt-based” hard seltzer (see: White Claw, Truly and the OG, Zima).



A 60-second spot and additional 15-second shorts are directed by Rachel McDonald via Biscuit Filmworks. The integrated campaign includes TV, digital video, out-of-home, audio, social, shopper marketing and flyovers in sunny locations. It’s the first work for the brand from Preacher, which became the first agency of record for High Noon last year.



May 20, 2021
Client :
High Noon
Agency :
VP of Marketing for the Spirits Business Unit :
Brandon Lieb
Brand Manager :
Luisa Calderon
Assistant Brand Manager :
Haley Harrison
Associate Brand Manager :
Ali Probst
Chief Creative Officer :
Rob Baird
Chief Executive Officer :
Krystle Loyland
Chief Strategy Officer :
Seth Gaffney
Creative Director :
Jimmie Blount
Creative Director :
Justin Ralph
Brand Director :
Grant Watson
Brand Manager :
Mary Corbin Burlingame
Senior Copywriter :
Chris Vandersall
Senior Art Director :
Elliot Eliash
Senior Designer :
Anna McCaleb
Senior Strategist :
Stephen Maroda
Executive Producer :
Stacey Higgins
Senior Producer :
Rachel Kichler
Business Affairs :
Miiko Martin
Production Company :
Biscuit Filmworks
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Holly Vega
Director :
Rachel McDonald
Head of Production :
Sean Moody
Line Producer :
Maury Strong
Casting :
Universal Casting
Casting :
Mary Ruth Casting
Edit House :
Executive Producer :
Lauren Bleiweiss
Producer :
Vietan Nguyen
Editor :
Adam Robinson
Cutting Assistant :
Josh Lee
Assistant Editor :
Nick Bruce
Music :
Human Worldwide
Mix :
Mix :
Dusty Albertz
Finishing House :
Company 3
Senior EP :
Ananda Reavis
Color Producer :
Kevin Breheny
Senior Colorist :
Tim Masick
Finishing Producer :
Natasha Sattler
Lead Finishing Artist :
Aaron Neitz
Photography :
Emiliano Granado
Photo Rep :
Natalie Flemming
Photo Rep :
This Represents
Line Producer :
Kim McEniry
Line Producer :
Overflow Productions
Retouching :
Feather Creative

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