During the last few days, social networks have been filled with speculation around Laura Escanes. Images of the celebrity leaving a recording studio, enigmatic publications and a temporary tattoo with the phrase “Taste the Sun” led many users to think that the content creator was preparing her musical debut. The conversation quickly amplified between entertainment profiles, digital media and accounts specialized in pop culture.

However, it was all part of a communication strategy devised by Freixenet to present Freixenet Solare, its new aperitif proposal inspired by the Mediterranean lifestyle. The campaign has used the resource of plot twist to build anticipation for several days and culminate the story with the launch of an audiovisual piece starring and sung by Escanes herself.

The activation started on May 18, when journalist Javi Hoyos shared some images of Laura Escanes leaving a music studio in a mysterious attitude. Subsequently, profiles such as Laura Fa’s and other media outlets ended up fueling speculation, while the creator herself contributed to supporting the story from her social networks. The outcome came days later, when Freixenet revealed that the supposed musical leap was actually Freixenet Solare’s campaign video.

The audiovisual piece also incorporates a contemporary reinterpretation of “Nel blu dipinto di blu”, popularly known as “Volare”, the iconic song by Domenico Modugno and Franco Migliacci. All of this builds an imaginary linked to summer, afternoons and social experiences around aperitifs.
The campaign was designed by Draft Punk and produced by Houston Films, while the musical adaptation was carried out by Trafalgar 13.

Freixenet Solare is made from citrus fruits such as lemon and clementine of Spanish origin and combined with botanical nuances of rosemary and thyme. With this, the company seeks to reinterpret the classic Spritz from a Mediterranean and contemporary perspective, aligning itself with the growth of this category in recent years and with new consumption occasions linked to daily life and social leisure.

“We wanted to do something that surprised and generated conversation in a natural way. The entire campaign plays with that idea of ​​discovering little by little what was behind the clues”explained Maria Chiara Marchetti, Marketing Director of Freixenet in Spain. “Freixenet Solare was born as our strategic response to the rise of the contemporary aperitif: a proposal with a citrus soul, designed to transform the afternoon ritual into a fresh and, above all, very social consumption experience.”

Under the claim “Taste the Sun”, the brand will deploy digital content, activations for consumers and paid media actions aimed at consolidating Solare’s visual and cultural universe.

Among the planned initiatives, “Freixenet Solare Terraza” stands out, an experience that will take place on June 4, 11 and 18 on the rooftop of Casa de les Punxes, in Barcelona. The space will host DJ sessions, workshops and product tastings in a proposal designed to connect the brand with the contemporary codes of urban evenings.

With this launch, Freixenet strategically expands its portfolio towards new categories and moments of consumption, also reinforcing its positioning around socialization, entertainment and Mediterranean culture. The company thus positions Freixenet Solare as one of its main business and communication bets for 2026.