We thought about using a celebrity to promote the event. But we didn’t have enough budget for that. So we thought of a way to do that without spending anything: We decided to invite a public personality, regardless if he would come or not. And since Bohemia is Brazil’s noblest beer, we thought about someone noble as well, Prince Charles.We sent him a letter with an invitation to come to Boteco Bohemia. We promoted signed petitions in magazines, newspapers and commercials on TV.People participated actively, recording videos, sending messages via internet and turning the campaign into a great movement for the arrival of Prince Charles.

We reserved a place for him and, at the end of the campaign, a counterpart of Prince Charles visited all the bars, drank Bohemia and voted for his favourite bar snacks.

The public participated actively in the campaign by going to bars, posting videos on the internet, sending messages, and interacting with the Prince and the event.In 2008, Boteco Bohemia broke its record of bar snacks consumed. More than 50,000 people voted. More than 10,000 tickets were sold to the closing party, and tickets were sold out one week in advance.