Millennial, Gen-X Media Opps: High Noon launches campaign for Memorial Day vacationers
Canned vodka brand High Noon (HN) just released a campaign to celebrate Memorial Day with positive affirmations for viewers' vacations. Made by AOR Preacher, the work will continue running on broadcast and streaming TV; it also includes social media, OOH and paid search elements. Sellers should contact soon to secure last-minute ad dollars.
This campaign launched just as HN released a limited-edition "pool" pack with two new flavors. It also dropped brand swimsuits made possible by a collaboration with Tropical Bros. We will likely see promotional activity around these launches as well.
According to iSpot, HN has allocated roughly $679.5k toward national TV commercials YTD, more than double the roughly $308.4k it had allocated by this point last year. The brand ended up allocating roughly $2.1m toward this channel last year, around 4x the roughly $526.2k it allocated in 2020. HN's 2022 commercials have targeted Gen-X watching shows such as The 64th Annual Grammy Awards, The Masked Singer, Chicago Fire, The Resident and Two and a Half Men.
So far this year, Pathmatics shows the brand has spent approximately $53.3k on digital ads, down only slightly (<1%) from the approximately $53.5k spent within the same 2021 timeframe. In 2021, HN's estimated full-year spend dropped significantly to $193.7k from that of $559.5k in 2020. The brand has earned around 6.4m digital impressions YTD via Instagram (49%), Facebook (40%), desktop display (5%) and mobile display (5%) ads.
Although digital spend isn't dropping as sharply anymore, it's still dropping. On the other hand, the significant increase in TV spend leads me to believe HN is targeting millennials and Gen-X more than Gen-Z right now.
Agency & martech readers - To the best of our knowledge, parent company E. & J. Gallo Winery hasn't conducted additional agency reviews since naming Red Tettemer O'Connell + Partners as creative AOR last fall, so you may be able to secure work here. You may benefit from offering brand-specific work for HN. Winmo states E&J works with media AOR Universal McCann, experiential AOR HMT Associates and creative AOR Frank Collective. The company receives additional creative and social assistance from Odysseus Arms, creative and social assistance from Barkley and digital and social assistance from MUH-TAY-ZIK / HOF-FER.
