High Noon wanted to stand out from the dozens (hundreds?) of other brands that came out during the great Hard Seltzer Boom of the 2020s. The difference was they were the one that had real spirits, real juice, and an emphasis on the daytime, not the night. So, we came up with a new tagline that was equal parts cheerful greeting and positive manifestation - Sun’s Up. Soon, we transformed High Noon from an unknown hard seltzer into one of the hottest brands and helped it become the #1 spirits brand by volume.

Vodka Film

My partner and I affectionately called the idea for this campaign, “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.