What began as a thesis at the Universidad ORT Uruguay is now available at more than 350 retail locations nationwide. Behind Yuyo are Gonzalo Puente and Marcos Harrington, two entrepreneurs who returned to the ORT classrooms—this time to share how they managed to turn an academic idea into a growing business.
The visit took place as part of the course AI Applied to Marketing, taught by Tatiana Loitey Galin, M.A., as part of the Bachelor’s Degree in Marketing and Commercial Management, in which students from the Bachelor’s Degree in Management and Administration and the Bachelor’s Degree in Digital Business also participate. During the visit, students were able to gain firsthand insight into the decisions, challenges, and lessons learned that shaped the brand’s development.
Yuyo: From a College Thesis to the Uruguayan Market
Creating a product is just the beginning. Getting it to consumers, helping it find its place in the market, and setting it apart from the competition presents new challenges.
That was one of the main themes of the talk, in which Puente and Harrington looked back on the journey from the presentation of their thesis to the commercial launch of Yuyo.
In less than a year, the healthy energy drink brand managed to reach more than 350 retail locations in Uruguay, with a concept that aims to stand out in a competitive category.
The entrepreneurs addressed various stages of the process: from product development and building a brand identity to the business strategies needed to drive their growth.
Marketing, Artificial Intelligence, and Business Decisions
Far from being a one-way presentation, the event led to an exchange with the students, who contributed questions and reflections on brand positioning, consumer behavior, and the challenges of launching a startup.
Yuyo's experience also served as a starting point for connecting real-world market situations with the content of AI applied to marketing.
In particular, the discussion focused on how artificial intelligence tools can help research markets, identify trends, better understand consumers, and provide information to support strategic decision-making.
The course, taught by Loitey Galin, aims precisely to integrate these technologies with skills such as critical thinking, creativity, and strategic planning.
An idea born at ORT that has become a business
Puente and Harrington's return to the university gave them the opportunity to share with students an entrepreneurial experience that had emerged within their own academic environment.
His journey brought to light a reality of the business world: a good idea requires strategy, differentiation, and the ability to execute to become a business venture.
Through events like this one, the university exposes its students to real-world experiences in the business sector and creates opportunities to connect the knowledge they’ve gained in class with the challenges of the marketplace.
