A liquor store owner 'blesses' summer fun for High Noon hard seltzer
Campaign from new AOR Preacher takes a dig at 'malt-based' competitors
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.
Credits
- Date
- May 20, 2021
- Client :
- High Noon
- Agency :
- Preacher
- 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 :
- CARTEL
- Executive Producer :
- Lauren Bleiweiss
- Producer :
- Vietan Nguyen
- Editor :
- Adam Robinson
- Cutting Assistant :
- Josh Lee
- Assistant Editor :
- Nick Bruce
- Music :
- Human Worldwide
- Mix :
- TBD POST
- 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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