Lemonsoda and We Are Social Bring the Sun to Milan, Even When it Rains

Feb. 05, 2026

January is certainly not the favorite month for those who love warm weather and bright days. That’s why Lemonsoda, a lemon flavored soda always ready to offer a sip of summer at any moment, has launched "Summer in Winter." Created in collaboration with We Are Social, the activation aims to make the sun shine in Milan during one of the greyest periods of the year.

At the heart of the project is a glowing digital DOOH installation in the Navigli district. It captures the attention of passersby with the brand’s intense yellow and the tagline "When there's no sun," transforming the neighborhood into a small corner of urban summer. Light and color warm up the buildings and streets, seeing the city through the "giorni della merla" (the coldest days of the year in Milan tradition).

With "Summer in Winter," Lemonsoda confirms its ability to transform any moment into a summer experience, bringing lightness and a carefree spirit even in the cold of winter.

The project will also be amplified by a dedicated social media campaign, translating the “Summer in Winter” concept across the brand’s digital channels and expanding the narrative beyond the urban space.