Because, with the help of AI, we made the most important rock singer in the history of Peru, a 90s icon, and someone who influenced and continues to influence an entire generation to sing again despite having lost his voice due to dysarthria caused by ALS, all this for the return of another Peruvian 90s icon: Yoleit yogurt.

This work uses a celebrity in an innovative way, turning a singer who can no longer sing into the voice of a relaunch campaign.

Pedro Suárez-Vértiz, the most famous and beloved Peruvian musician of the 90's rock wave and Peruvian music history, lost the ability to speak in the peak of his career because of amyotrophic lateral sclerosis (ALS), a fatal motor neuron disease that causes him Dysarthria, a motor speech disorder that made him never be able to sing again.

This was a very important event in the history of Peruvian pop culture, creating a national nostalgia around the music and voice of Pedro Suárez-Vértiz.

Since then, all Peruvians continued listening to Pedro's music in bars, clubs and parties, dreaming that one day Pedro, somehow, would release a song again.

Pedro Suárez-Vértiz, the most famous and beloved Peruvian musician of the 90's rock wave and Peruvian music history, lost the ability to speak in the peak of his career because of amyotrophic lateral sclerosis (ALS), a fatal motor neuron disease that causes him Dysarthria, a motor speech disorder that made him never be able to sing again.

Yoleit, an iconic and beloved Peruvian yogurt also of the 90´s was coming back to the market in 2023 with the concept "The good always comes back", so they weren´t going to comeback alone.

Before losing his ability to speak, Pedro Suárez-Vértiz wrote one last song that he never got to sing: "My Love, I Lost Faith In You", so with the help of Artificial Intelligence, Yoleit recreated the voice of Pedro Suárez-Vértiz to achieve the impossible: make him be the voice of it's comeback singing this new song many years after losing his voice.

We launched the song with a videoclip in Yoleit's Youtube account accesible exclusively with a QR code in Yoleit's yogurt bottles, making people all around the country go to super and mini markets just to find the yogurt to scan it and listen the voice of Pedro.

Yogurt Yoleit was a 90's Peruvian icon, but it was out of the market for a long time, so we needed a very powerful idea for his 2023 comeback for Peruvians to remember the 90's feeling for the brand.

In that context, we realized we needed to comeback with another Peruvian 90's icon for people to feel nostalgia for the product, and there wasn't another 90's icon more powerful than rockstar Pedro Suárez-Vértiz who sadly lost his ability to speak in the peak of his career because of a disease called ALS which caused him Dysarthria, a rare motor speech disorder.

So with that context we knew we had to make Pedro be the voice of our comeback with a new song, using AI to achieve that.

We spend months of work day and night using Google Colab to process hundreds of files of Pedro's voice in the studio, concerts and interviews to achieve a voice almost identical to the one all Peruvian remembers.

Once we had the perfect inflections, voice nuances and tones we made the AI sing the song Pedro never had the chance to sing.

We launched the song with a videoclip exclusively in the Yoleit's packaging with a QR code, making people all around the country go to super and mini markets just to find the yogurt.

Once the song was realized the country went crazy but not only for Pedro but for Yoleit, thanking the brand for achieving a nation dream: to make Pedro sing again.

We then released the song in Pedro's Spotify and Youtube accounts.

Once the song was released it became a nationwide hit, putting the brand in every mouth from people in social media to press in TV, radio and newspapers.

This results in Yoleit being the brand with the most successful product relaunch of the year in Peru, as well as making Pedro's new song being Peru's most streamed release of the last decade.

The strategy of having a QR Code in our bottles for people to listen to the song exclusively worked very well achieving an increase of 227% in yogurt sales.

Finnally, we had 97M organic impressions and 6M earned media with 0 media investment.