High Noon Sun Sips

E. & J. Gallo asked us to make a brand from scratch. We needed to identify an untapped market – a culture that we could belong to, or one that could belong to us. So in a world full of vodka's that zigged for the club, we zagged for daytime authenticity.

GCD: Dan Chadrow

ACD: Nick Lipton



Origins - Brand Culture

Time and time again I've seen great ideas die because a client doesn't quite visualize it. Worried that our presentation on our brand culture could be misconstrued – I made this video on the plane ride out to see the clients – years before the current TV campaign.


High Noon - Case Study

Before we could say "Real Fruit" we leveraged Leisure as the ultimate Luxury. Savoring every moment – starting at Noon of course.

Origins - Adcepts

These early "adcepts" helped the clients visualize our authentic playful look and feel for photography and film.

Origins - Sketches

This brand is all about being real. And we kept it real from day one, presenting with fat blue marker sketches to clients –saving time, money, and optimizing the amount of ideas we could bring forward during our blue sky phases. This wasn't common practice for us, but it kept true to our brand ethos and the clients really appreciated our down to earth inclusive approach. Much of the brand identity and current tv campaign materialized from these early sketches.

We proposed they use "REAL" fruit juices in their vodka recipe from the beginning.
Before it was canned, High Noon was in a swing-top bottle, which we proposed as a reusable branded item that people could keep and refill with water.
We proposed that High Noon could sponsor local intramural teams everywhere.
Introducing the world's largest beach towel and High Noon party platform.
We proposed a summer event series that would travel from city to city featuring a huge inflatable pool with water-balloons and squirt-guns abound.
How bout a "cornhole" aka "bags" game on your phone
Sunglasses are a staple of any High Nooner
We had some ideas for "brand rituals" including a toast to the sun that manifested into the current advertising.
High Noon keeps it real with bagged ice and solo cups whenever possible.

We proposed they use "REAL" fruit juices in their vodka recipe from the beginning. Before it was canned, High Noon was in a swing-top bottle, which we proposed as a reusable branded item that people could keep and refill with water. We proposed that High Noon could sponsor local intramural teams everywhere. Introducing the world's largest beach towel and High Noon party platform. We proposed a summer event series that would travel from city to city featuring a huge inflatable pool with water-balloons and squirt-guns abound. How bout a "cornhole" aka "bags" game on your phone Sunglasses are a staple of any High Nooner We had some ideas for "brand rituals" including a toast to the sun that manifested into the current advertising. High Noon keeps it real with bagged ice and solo cups whenever possible.

Origins - High Noon Events

Early on we had tasting events – essentially free High Noon sampling with branded swag all around. These are some polaroids taken from the events in San Diego and Denver, two of the sunniest cities in America – in what turned out to be two very cloudy days. Go figure.

Origins - Brand Identity

Before it was "Sun Sips" it was "High Noon American Day Vodka" then the word "Day" was sadly lawyered away. Anyways here's some early ground zero branding and iconography.

A toast to the sun

We made solo cups our thing, with a High Noon sun you can look up to.

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