High Noon: May Your Day Be Sunny

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.