Cheers to Life

Brand: Freixenet
Problem: Freixenet, a beloved sparkling wine brand in Europe, faced a critical challenge: to authentically connect with the American consumer. The task was to translate its established European success and global 'Cheers to Life' campaign into a message that would resonate with a new generation in the U.S. market.
Insight: We uncovered a powerful cultural truth about American Gen Z: they reject the pressure to live for major "highlight reel" events. Instead, they believe life is shaped by the small, everyday moments with friends. This mindset perfectly mirrored Freixenet's "Mediterranean spirit" of spontaneous joy, providing the strategic foundation to introduce the brand to the US.
Solution: We created a brand activation and experience to show our target that every moment is a moment to celebrate by turning uneventful moments into memorable events. By seamlessly integrating the vibrant energy of music and the simple elegance of a sparkling cocktail, we showed our audience how to find the celebration in the now.
Results: In just 3 weeks, with a 100% organic media approach, the activation achieved remarkable success: Hundreds of thousands in organic impressions and over 200,000 organic views. Through a single carefully crafted activation, we showed that Freixenet’s investment in the US was in the right place, at the right time, and in the right market. And now Freixenet had the numbers on their side to prove that this could be a bigger investment and opportunity for the business going forward.