A liquor store owner 'blesses' summer fun for High Noon hard seltzer
Campaign from new AOR Preacher takes a dig at 'malt-based' competitors
May 20, 2021
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.