The Business Problem
High Noon is a premium hard seltzer made with real spirits and real juice that came to us wanting to stand out in a category filled with cheap, malt-based bubble water.
The Creative Solution
Taking inspiration from their icon, we created a campaign that rose above the fray and doubled as a blessing for the perfect day ahead: “Sun’s Up.” The new campaign ushered in a complete overall of the brand’s voice, creating a refreshing cocktail of observational wit, wisdom, and sunny optimism that was served up across TV, out-of-home, merchandise, and social.
The Results
And it worked. High Noon became the number #1 premium hard seltzer and is now the #3 hard seltzer, overall. In August 2022 High Noon surpassed Tito’s Vodka to become the number one selling spirit in the US. It shows no signs of slowing down.
