In January 2025, the famous tiktoker @elfisicocuenta uploaded to Tiktok a video where he suggested us to increase the size of our product from 45g to 1lt. Yes, quite a lot.

But we, instead of doing what any brand would do (accept), decided to make the negotiation public live through OOH, where we told him our conditions to launch it together: to make the first launch of a pre-saved yogurt in the world, that he would be the image of the brand or that he would be in charge of communicating it to the world.

Thus, we managed to make not only the negotiation viral, but a product that managed to be trending for 5 days, becoming Alpina's best launch in its history, feeling the most viral advertising of 2023, breaking pre-sale records for a non-digital product in the country and guess what... with $0 investment in media and PR.