High Noon, the #1 spirits brand in the US, is making a splash just in time for summer with their new integrated national campaign, ‘High Noon Lifestyle Guards.’ This campaign, created by AOR Preacher, aims to embody the Sun’s Up lifestyle and encourage people to live their best day in the sun with High Noon hard seltzer.
The campaign features a team of buff and hard-working beach lookouts known as the Lifestyle Guards, who are on a mission to help beachgoers have a great day in the sun. The :30, :16, and :06 spots showcase the adventures of the Lifestyle Guards as they rescue beachgoers with a beverage cart, inflate sagging floaties, and fill up coolers with High Noon hard seltzer. The campaign is filled with sunny optimism, observational wit, and premium day hangs with great company and great hard seltzer made with real spirits and real juice.
By focusing on a lifestyle rather than just a product, High Noon has managed to stand out in a crowded market and rise to the top of the spirits category. The brand has differentiated itself from others in the seltzer market by offering more than just a cold drink in the cooler.
The ‘High Noon Lifestyle Guards’ campaign will be featured on broadcast TV, streaming services, online video, paid social, and more. Fans can also expect to see the High Noon brand across various touchpoints throughout the year, including a Snapchat lens, YouTube shorts, PR tentpoles, and dynamic local media.
Brandon Lieb, vice president of Spirit of Gallo, expressed the brand’s goal with the new campaign, stating, “Our goal with the new Sun’s Up campaign and the rollout of the High Noon Lifestyle Guards is to keep encouraging our fans to live their best day in the sun with High Noon. To our audience, High Noon isn’t just another cold drink in the cooler. We’re a genuine sign of a good day to come.”
Creative director at Preacher, Justin Ralph, shared insights into the creation of the campaign, explaining, “Over the past several years, we’ve shown people the Sun’s Up lifestyle by way of observing it – pointing out the funny truths that make for a great day in the sun with friends. As the brand has grown, it’s started to feel like someone should champion that lifestyle, protect it, and ensure everyone gets to enjoy it. The Lifestyle Guards were the right crew for the job.”
The campaign’s characters draw inspiration from pop-culture depictions of lifeguards, adding a humorous twist to the serious mission of ensuring everyone has a great day in the sun. The Lifestyle Guards may use funny cues from lifeguard stereotypes, but they take their jobs seriously, ensuring that everyone can enjoy a day filled with fun, laughter, and High Noon hard seltzer.
With the launch of the ‘High Noon Lifestyle Guards’ campaign, High Noon is set to continue its success as the #1 spirits brand in the US, offering consumers a unique and refreshing way to enjoy the summer sun.