Every World Cup is the same. Fans drink beer the whole day and big beer brands spend millions to be that beer. While local beer brands try to get into the conversation. But in 2022 things were harder, games started at 7am in Brazil and beer ads are forbidden in the morning.

Unlike competitors, Petra grows 100% of its barley. It is an essential part of our culture. Petra, like most Brazilian beers, also associates its image very much with soccer. This is one of the main moments of Brazilian consumption. Therefore, the brand could not stay out of the biggest sporting event in the world. The objective was to make noise with a much smaller investment than its major competitors.

We did a different kind of experience with our consumers. We created a milk with the same barley, beer scent and longnecks that we brew our beer. We did this to hack the Brazilian legislation that forbids beer ads in the morning and in Brazil many of World Cup games were at this time due to the time zone difference. This limited edition was available in a special 6-pack with 3 Petra Milk bottles for the morning games and 3 Petra Beer bottles for the afternoon games. And when Qatar banned alcohol in the World Cup we sent dozens of Petra Milk bottles to Brazilian fans in Qatar.

Our target is a soccer fanatic audience. And it’s a Brazilian tradition to watch during the World Cup as many matches as possible even those which aren’t from the national team. Another tradition is to have a beer during the games, even if the games are at 7 in the morning. It was for this audience that Petra Milk was created. Our strategy was to generate noise and curiosity. We started to advertise Petra Milk during the morning games and it became a hit, even in cooking morning shows. So, when alcoholic beers were banned in the Qatar World Cup, we saw a huge opportunity and sent dozens of bottles of Petra Milk for Brazilian fans to continue to taste Petra's flavor around the stadiums.

This limited edition was available in a special 6-pack with 3 Petra Milk bottles for the morning games and with 3 Petra Beer bottles for the afternoon games. We started to advertise Petra Milk during the morning games on tv and social media. And it became a hit with influencers and even in cooking morning shows. So, when alcoholic beers were banned in the Qatar World Cup, we saw a huge opportunity and sent dozens of bottles of Petra Milk for Brazilian fans to continue to taste Petra's flavor around the stadiums.

Petra Milk became a hit, from breakfast to recipe in TV shows and memes on social media. The product was a huge success. Then, FIFA banned alcohol from around the stadiums and Petra Milk became the only beer barley accepted around stadiums in Qatar. Fans from all nationalities got in the game having fun and drinking Petra Milk. We had more than 29.9 million in earned media, 389 million impacts and increase 13.5% in Petra Beer sales. Not bad for a non-invited guest.