High Noon Trots Out Warm-Hug One-Liners for Its Summer 'Sun's Up' Campaign

Agency of record Preacher leans into positive affirmations for the hot-selling canned cocktail brand

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High Noon, the hot-selling canned vodka drink, has made its bones in a few short years with proverb-style advertising that’s unfailingly upbeat without veering into sketch comedy territory.

Sample taglines have included: “May you tan evenly on both sides,” “May you know somebody who knows somebody with a pool” and “May the forecast call for plans to be made.”

So for its Memorial Day-pegged campaign, the adult beverage brand sticks with a winning formula from agency of record Preacher, crafting a new set of positive affirmations for the latest version of “Sun’s Up.”

Also returning: the bearded spokesman who delivers each warm-hug one-liner with a folksy wink.

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