High Noon came to us when everyone and their mother were launching a hard seltzer. However, they wanted to differentiate themselves with their real spirits, real juice, and an optimistic disposition that embraced day drinking outside with friends. Our solve? Sun’s Up - a brand new tagline that was equal parts cheerful greeting and positive manifestation. Soon, we transformed High Noon from an unknown hard seltzer into one of the hottest brands, along with Barbie, Taylor Swift, and ChatGPT. Since we launched the Sun’s Up platform, High Noon has become the #1 spirits brand by volume, surpassing Tito’s Vodka.

Vodka Film

To launch the Sun’s Up platform and give the audience the sunniest of vibes, we came up with what my partner and I affectionately called “The Irish Blessing for the 25-year-old day drinker.” While we couldn’t legally tell you your day would be better with High Noon, we could wish you the best day possible alongside some High Noon.

Recognition: The One Show - Shortlist
Press: Creativity - Pick of the Day, Campaign, Campaign Ad of the Week, Best Ads on TV, LBB online, Drive Brand Studio, MediaPost, Hard Seltzer News

Launch Campaign Credits
Director: Rachel McDonald - Biscuit
Agency: Preacher
CCO: Rob Baird
CD: Jimmie Blount
Senior Art Director: Elliot Eliash
Senior Writer: Chris Vandersall