150 songs for 150 brand managers
Swiss Post Advertising

In spring 2026, the brand managers of leading FMCG brands found a handwritten envelope without a sender on their desk. Had someone sent fan mail? Their curiosity was aroused and the surprise succeeded: when they opened it, an audio card began to sing – not just any song, but one about the brand, the target and their biggest fan.

Brand managers often toss traditional mailings unread into the waste paper basket. That’s why this mailing was intended to make a different impact: like real fan mail. Designed to be believable, down to the smallest detail – with a stamped, hand-addressed envelope and hand-drawn audio card. “We wanted to surprise the brand managers with the fan mail first – and reinforce the impact of this moment with a personalized AI song,” explains Bettina Dührkoop, Head of Strategy at Maison Metzger.

When AI suddenly becomes personal

The agency adapted the style of the songs to the specific recipients. Ramseier received Alpine music, Puerto Maté an Argentine tango, Evian a singer-songwriter ballad. The real highlight, however, was the personalization: the songs didn’t just refer to the brand, but also mentioned the brand managers and the relevant sales staff by name. This was made possible by the AI music programme Suno.

“Just two years ago, this kind of mailing would have been impossible, both in terms of time and financially,” says Lisa Dempster, Senior Project Manager for Advertising Marketing at Swiss Post Advertising. “The target persons are marketing professionals and know this. They were therefore surprised – and impressed”, adds Bettina Dührkoop.

It was the details that made the songs excellent

Despite the use of AI, the workload was considerable. “We produced over 1,000 songs and selected the 150 best ones,” says Bettina Dührkoop.

The linguistic subtleties were particularly demanding. “Evian” was to sound French, “Seline Guggisberg” Swiss German and “Swiss Post Advertising” English. “It took us countless iterations with AI until everything sounded natural,” says Bettina Dührkoop. It was precisely these details that determined whether the target group actually felt personally addressed.

It quickly became clear that the idea was working: “Our goal was to attract attention. The abundant feedback from our recipients confirms that the mailing became a source of shared laughter in the office and a catchy tune that stuck in people’s heads at home” says Lisa Dempster. One brand manager was so enthusiastic that she wanted to implement the entire campaign concept for her own brand with Swiss Post Advertising.