In the spot ‘May any lake day be a great lake day,’ our narrator’s toast includes: “May you ditch malt-based hard beverages for one with real vodka and real juice.” The brand is also not shy about selling consumers on switching from White Claw and others. Think friend-fueled occasions at a lake, in a hot tub and at a golf course, all while highlighting High Noon as the perfect daytime drink.” “It is about developing a mindset or vibe for the brand that resonates with the audience. The strategy is to encourage our consumers “to live like the sun is always out,” says Brandon Lieb, vice-president of spirit at Gallo. and may the most stellar of days shine upon you.” Preacher is the agency behind the work. May watching all of those barbeque tutorials actually pay off. May everyone respond to your group text – even Derrick, who never has his phone with him. May you wake up before your alarm clock – all 12 of them. A sage Sam Elliott-style narrator decrees, in a new 60-second spot debuting this summer, “May your day be sunny. In each execution, an optimistic blessing of sorts is bestowed upon the customer. When clumped among hard seltzers (where drinks are malt- or sugar-based), High Noon is neck-and-neck with Topo Chico for fourth place behind White Claw, Truly and Bud Light Seltzer.Īt the core of its marketing is its ‘Sun’s Up’ message. That’s why High Noon has invested “more than ever before” in the brand, which is the fastest-growing in the spirits category.
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