Spanish actress Ester Exposito, famous for her role as Carla in the Netflix series Elite, has been chosen as the face of the latest advertising campaign of Colombia’s most famous soda water, Bretaña, titled “Feel the Bretaña Effect.” This is an unprecedented move for the brand, as it is the first time it has hired an international celebrity to represent its product.
The commercial, already airing on television and digital platforms, presents a visual universe where bubbles, lights, and refreshing sensations intertwine to convey both the sensory experience of the drink and Exposito’s global appeal. According to the brand’s representatives, each scene aims to “elevate the everyday,” inviting the audience to “step inside the Bretaña universe.”
Ester Exposito as the new face of Colombia’s top soda water: an uncommon strategy
In Colombia, it is unusual for a mass-consumption brand especially in the soda sector to use a foreign celebrity as the central image of a campaign. This makes the choice of Exposito particularly striking, sparking surprise among consumers, media, and marketing specialists. While some have welcomed the decision for the international projection it may bring, others have questioned whether it was necessary to look abroad when Colombia has plenty of local talent that could have represented the brand.
In recent years, Colombian brands in general have not used foreign celebrities of this magnitude as the official face of their advertising campaigns.
Although the campaign has already been released, Exposito has not made any public statements about her participation. However, her presence in Colombia has been evident in recent months. On social media, she has shared photos and videos of her trips to San Andres, captioned “Caribbean of my heart.” She has also posted about her experiences in Cartagena.
These visits have fueled rumors and speculation about possible collaborations or additional projects in the country.
Bretaña, Colombia’s most iconic soda water
Founded in 1918 by beverage company Postobon, Bretaña was created as a refined mixer for alcoholic drinks at social gatherings, standing out from the beginning for its elegance and distinctive crown cap. Its name, evoking European sophistication, reinforced its premium character and made it a symbol of refinement in Colombia.
For over a century, it has maintained a strong presence in bars, restaurants, and supermarkets across the country, becoming the preferred soda water for its smoothness and freshness. In addition to its classic version, the brand has expanded its portfolio in recent years with fruit-flavored varieties such as lemon and red berries, attracting younger consumers without losing its essence.
Backed by Postobon, one of Colombia’s largest beverage companies, which also markets brands such as Colombiana and Cristal water, Bretaña has built an authentic and sophisticated identity. This has been reinforced with campaigns such as “Con Bretaña, por favor” (“Bretaña, please”) in 2022, and now with its bold new international bet alongside Exposito.