Because, with the help of AI, we managed to make the dream of an entire country come true by making the most important and beloved rock singer in the history of Peru and icon of the 90s sing again despite having lost his voice due to dysarthria caused by ALS, all this for the return of another Peruvian icon of the 90s: Yoleit yogurt.

With this idea we created an iconic moment not only in the history of Yoleit as a brand but in the history of pop culture of an entire country.

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, a Peruvian icon from the 90s, was returning to the market after many years, and to do so successfully, it knew it had to attract the attention of the entire country.

So we decided to appeal to a very strong feeling among Peruvians: nostalgia.

Under that context, a totally unexpected alliance but one that all Peruvians needed was the best strategy to create a buzz.

This is how we decided that the best way to return to the market was to make a reality something that all Peruvians missed: hearing Pedro's Suárez-Vértiz voice again, another Peruvian icon of the 90s, in a new song many years after losing his voice due to a rare illness, something that was made possible thanks to AI.

The combination of nostalgia and surprise guarantees that this idea will make national news, which in the end ended up happening.

To ensure that people wanted to be part of it we first released the song exclusively in Yoleit's Youtube account within a QR code on our bottles, this made people interested. It caused much more desire to go for a Yoleit yogurt to extract the song and upload it organically to platforms like Tik Tok and YouTube, which managed to increase organic impressions.

We also relied on Pedro's friends, celebrities that, without asking for anything in return, joined the campaign to invite people to go get their Yoleit yogurt to scan the QR code and listen to the voice of Pedro Suárez-Vértiz after decades.

The rebound that the campaign had on television and print media was totally organic, the idea instantly became news of public interest, news so big that no news outlet could afford not to comment.

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 resulted 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.