Just in time for summer, High Noon, the number one selling spirits brand in the US (topping Tito's again in 2023), is introducing Sands Up's creative platform and lifestyle in a new integrated national campaign with AOR Preacher. We are doubling it. Introducing “High Noon Lifestyle Guard”. This is a team of energetic and hard-working beach lifeguards with a very serious mission: to help people have their best day in the sun.
In a series of spots at :30, :16, and :06, the new campaign features lifestyle adventures like inflating flabby floats, rescuing bathers with beverage carts, and filling up coolers at High Noon. It follows the adventures of the guard. Like the Sun's Up platform itself, the new spot is built on sunny optimism, observant wit, and great company and a premium hard seltzer made with real spirits and real fruit juices. You can spend the day there.
By focusing on a lifestyle rather than a product, High Noon has risen to the top of a crowded category, while other companies, including major players, have been lost in a similar sea of soda. For viewers, High Noon is more than just a cold drink in a cooler.
“High Noon Lifestyle Guards” will be broadcast on TV, streaming services, online video, paid social media, etc. Fans will also see High Noon branding on other touchpoints throughout the year, including Snapchat lenses, YouTube shorts, PR tent poles, and dynamic local media.
“Our goal in rolling out our new Sun's Up campaign and High Noon Lifestyle Guards is to continue to encourage our fans to have their best day in the sun with High Noon. Noon is more than just a cold drink in a cooler. We are a genuine sign of better days to come,” said Brandon Reeve, vice president of Spirit of Gallo. “We're leveraging that with our new campaign, which exemplifies the Sun's Up lifestyle with our distinctive personality, unique perspective and inviting vibe, to grab attention and attract new fans to the brand.” There is no doubt about it.”
“For the past few years, we have been showing people the sunrise lifestyle by observing it and pointing out the fun truths about having a great day in the sun with friends. As the brand has grown, We felt like someone needed to champion that lifestyle, protect it, and make it available for everyone to enjoy, and Lifestyle Guard was the right person for the job,” said Preacher's Creative Director. , said Justin Ralph. “The characters borrow some funny cues from pop culture depictions of lifeguards, but they actually take their jobs very seriously. That's where the humor lies. It's fun to watch them rush in to save the day, but that day they're actually shrimp that fell on the grill, and the buoy is secretly a cooler filled with even more shrimp.