As the weather warms, so does the desire for refreshing cocktails.
To introduce its High Noon Tequila Seltzer, the latest spot in the “Sun’s Up” campaign posits the brand as a perfect compliment to good friends and good times.
The new work, by creative agency Preacher, has a Southwestern sensibility, such as relaxing in a pool, or having a cowboy tout the brand’s “real tequila and real juice.”
Various six-second, 15-second and 30-second spots will run across broadcast TV, streaming platforms and social media beginning May 1. The goal is to reinforce the brand’s place as the No. 1 spirits brand by volume in the U.S., according to IRI Omni.
The hard seltzer is sold in a variety eight-pact and includes four flavors: strawberry, line, grapefruit and passion fruit.
“It’s no secret that tequila is on the rise and more consumers are seeking it as their go-to spirit of choice,” saidBrandon Lieb, vice president at Spirit of Gallo, the brand’s parent company, which also owns New Amsterdam Vodka.
“We’re inviting new and existing fans alike to get outside to enjoy themselves this summer with their preferred spirit, whether it’s vodka or tequila,” he added.
Preacher's client work also includes Streeteasy, Fanta, Venmo and The Container Store.