A tanned and shredded “lifestyle guard” in High Noon's new ad re-inflates floats, refills coolers and retrieves errant soccer balls. Hammock failure? Everyone is working on it. Grill accident? They will be displayed instantly with additional provisions.
This new campaign from long-time agency Preacher maintains the sun-kissed vibe of the canned cocktail brand's early marketing, while adding a more dynamic element with powerful problem-solving tools.
Previous ads have helped build the young brand into a top seller in the ready-to-drink category, with proverbial taglines such as “I hope you get an even tan on both sides” and “I hope you get a tan too.” , which emphasized her relaxed personality. “Know someone who knows someone who has a pool,” and “May you live like you're retired, even if you're 26 and working.”
The new work being released today maintains the continued “Sun's Up” banner while developing characters that could potentially recur in future ads. The creative takes cues from classic Baywatch, cheesy sitcoms, and other pop culture touchstones.
Justin Ralph, creative director at Preacher, said: “We've been showing people the 'sunshine' lifestyle through observation and pointing out the fun truths about having a great day in the sun with friends. ” says. “As the brand grew, we felt that someone needed to champion and protect that lifestyle and make sure everyone could enjoy it.”
canned cocktails
The ad debuts as the RTD category continues to explode, with brands like Absolut Cocktail (featuring a collaboration with Ocean Spray, a vodka cranberry drink) and Captain Morgan Slice, just to name a few. There are recent entries. Jack Daniel's launched a throwback (still popular) Jack and Coke as the original zero-sugar premixed tipple.
According to Grand View Research, the market for these adult beverages in the United States is estimated to be $229 million in 2023, with sales expected to grow 15% annually over the next six years. Demand primarily comes from younger consumers who are looking for convenient, low-alcohol beverages.
According to the research firm, companies in this sector are focusing on product innovation, including improving the quality of ingredients, reducing calories and sugar, and adding aromas such as ginger and lavender. Key players include spirits giants Diageo, Brown Forman, Pernod Ricard and Bacardi Limited.