Lemonsoda2026 — Works

Valeria Sechi, Italian grey hair model and pro-age endorser, is the face of the new Lemonsoda campaign, the iconic Italian beverage brand famous for its signature lemon aperitif. The 2026 spot chooses an authentic over-50 face to convey the convivial moment tied to the product.

For Valeria, this is a new step in her pro-age endorsement journey alongside leading Italian and international brands: from beauty campaigns with Clio Makeup, Vichy Neovadiol and Pantene X Moschino, to TV spots for Penny "Forever you 50+" and Audionova, to the runway at Milan Fashion Week with Martino Midali. Choosing a grey hair model for a beverage campaign confirms the paradigm shift in Italian advertising, increasingly focused on representing generational diversity and the authentic beauty of natural grey hair.