A new video advertisement for E & J Gallo’s High Noon Hard Seltzer is the blessing for a fulfilling summer we didn’t know we needed. The ad, which is part of the seltzer brand’s new “Sun’s Up” tagline and corresponding campaign, was produced by the Austin-based creative agency Preacher and directed by Rachel McDonald of Biscuit Filmworks.
McDonald has created compelling campaigns for Facebook, Microsoft, HP, and the Grammys among others.
The 60-second spot combines a series of 15-second cutdowns and features the wise narration of a man who sounds as if he’s privy to the collective hopes and dreams of summer seekers everywhere. In his monologue the narrator imparts well wishes such as, “May watching all those barbecue tutorials actually pay off,” and “May you know somebody, who knows somebody, with a boat.”
A montage of warm weather activities fills the screen. A poolside hangout cuts to friends gathered around a grill full of sizzling meat glistening with barbecue sauce and later a group unloading their boat after a day on the water.
Finally, a cooler is opened and its content, cold cans of High Noon on a bed of ice, is revealed to awe-struck onlookers, “May you have a cooler full of hard seltzer…May that hard seltzer be made with real vodka and real juice…May that hard seltzer be Hard Noon.”
The commercial ends with a humorous twist. The narrator turns out to be a convenience store clerk reciting his inspiring oration to a crowd of customers waiting respectfully, with bowed heads, for its dramatic conclusion. The customers are attempting to purchase a variety pack of High Noon seltzers, the item that prompted the homily-like speech.
High Noon Sun Sips feature real vodka as well as real juice. Each 12 ounce can contains 100 calories, no added sugar and an ABV of 4.5%. They are gluten free and come in seven flavors including Pineapple, Grapefruit, Lime, Peach, Watermelon, Black Cherry and Mango.
The seltzers are sold individually as well as in 8-can and 12-can variety packs. The brand also has a limited edition 8-can Tropical Variety Pack featuring three flavors from their standard lineup as well as a special Passionfruit variety.
High Noon’s parent company, E & J Gallo, has high hopes for the new campaign, “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, the Vice President 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.”
E&J Gallo is known for its large portfolio of bottled wines but it is also home to several ready-to-drink (RTD) canned beverages such as Bartles & Jaymes line of premium wine coolers, Barefoot Spritzers, and Barefoot Hard Seltzers–which are wine-based.
High Noon’s new “Sun’s Up” campaign highlights the best parts of summer, made better, of course, with a hard seltzer in hand, and encourages consumers to “live like the sun’s always out.”
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