Just in time for summer, High Noon, the #1 spirits brand by volume in the US (to best Tito’s again in 2023), is doubling down on its Sun Up creative platform and lifestyle with a new integrated national campaign featuring AOR Preacher Is. Introducing the ‘High Noon Lifestyle Guards’, a team of passionate, hard-working beach seekers with a very serious mission: helping people live their best day in the sun.
In a series of :30, :16 and :06 spots, the new campaign follows the exploits of the Lifestyle Guards as they inflate loose floaties, rescue beachgoers with beverage carts, and watch the events of High Noon. Let’s fill the cooler together. Much like the Sun Up platform, the new spots are based on sunny optimism, observational wit and premium day hangs with great company and great hard seltzers made with real spirits and real juice.
By leaning toward a lifestyle rather than a product, High Noon has risen to the top of a crowded category, while others — including major players — have been lost in a sea of seltzer-sameness. To its audience, High Noon isn’t just another cold drink in the cooler.
‘High Noon Lifestyle Guards’ will run across broadcast TV, streaming services, online video, paid social and more. Fans will also see the High Noon brand on other touchpoints throughout the year, such as Snapchat Lenses, YouTube Shorts, PR tentpoles and dynamic local media.
“With the new Sun Up campaign and the rollout of High Noon Lifestyle Guards we aim to encourage our fans to live their best day in the sun with High Noon. For our audience, High Noon is not just another cold drink in the cooler. “We are a real sign of better days to come,” said Brandon Lieb, vice president of Spirit of Gallo. “We are using this in our new campaign which will showcase the Suns Up lifestyle with our distinct personality, unique approach and engaging vibe that is sure to draw attention and attract new fans to the brand.”
“Over the past several years, we’ve shown people the sun-up lifestyle through observation – pointing out the fun truths that make up a great day in the sun with friends. As the brand has grown, it feels like someone needs to support that lifestyle, protect it and make sure everyone gets to enjoy it. Lifestyle Guards was the right team for the job,” said Justin Ralph, creative director of Preacher. “Although the characters borrow odd cues from pop-culture depictions of lifeguards, they actually take their job very seriously. This is where the humor lies. It’s fun to see a grown man rushing in to save the day with a buoy, but Day is actually a shrimp that has fallen into the grill, and the buoy secretly has a cooler filled with more shrimp.
