2014 is the 100th anniversary of the Catalan Freixenet brand, a 100 percent a Catalan family business. And that year is also a politically controversial period in Spain.

While the independence movement grew in Catalonia, the anti-Catalan sentiment grew in the rest of the country.

Catalan brands with a solid market in Spain, like Freixenet, are right in the middle, suffering erosion on both ends.

Instead of trying to hide it, why not turn it into a brand conversation?

Paying homage to the 100th anniversary of its first bottle of cava, Freixenet launched its awaited Christmas show....which culminated in a very special toast. Was it a simple wish for happiness? Or was it an encrypted political message?

The conversation took off.

The politicians couldn’t resist and they amplified it. The controversy reached the Parliament and the conversation became a nation-wide debate. While some perceived it as political, others saw only a brand thanking its public. Some called for a boycott. And others defended Freixenet from the injustice of it all.

The media hype was enormous and eventually the results of the campaign were remarkable.

The music is a song adapted by David Bisbal, "Closer tonight", a ballad specially recorded for this campaign whose music evolves through styles from different periods, and that meet the brand landmarks.

In 4 weeks of campaign, these were the results:

One million views in Youtube

Twitter: 70,724 publications from 51,094 users.

Twitter: 187,000,000 estimatedpotential impressions

430 posts in blogs

3,598,113 euros in earned media

And yes, sales increaded (+3.6% respect to 2013)