A new way to experience a beer brand.A milk made with the same barley as Petra beer.An innovation that happened because of the problems beer brands found to advertise and sell their drinks during the World Cup. Since soccer games happened in the morning in Brazil,it became an innovative way to experience beer during the games.When alcoholic beers were banned in Qatar,tasting the barley of Petra beer in the form of milk became the most interesting way to continue interacting with our beer and our walking advertisement in the country,catching the attention in the hands of fans around the stadiums.

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 in the conversation. But 2022 things were harder, games started at 7am in Brazil and beer ads are forbidden in the morning if you are not a sponsor.

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. 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. And when Qatar banned alcohol in 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 who 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 these 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 became a hit, even in cook 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 continued 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 became a hit with influencers and even in cook 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 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 play 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 not invited guest.

Petra was the only non-sponsoring beer present at the World Cup and the only one in Brazil that was able to advertise during the games in the morning. Regular beers were forbidden in Qatar, even for the official sponsor that paid millions to sell its beers in the stadium and beer advertisements are forbidden in the morning, the time games were broadcasted in Brazil. Petra challenged the other brands with an idea: creating a beer-flavored milk and sending it to Qatar. At the same time that the product was consumed, it also made noise and became a walking advertisement at the event, without spending millions on sponsorship.

Brazilian soccer fans watch every World Cup game with a beer. But during FIFA World Cup 2022 in Qatar, the games started at 7 am in Brazil and beer ads are forbidden in the morning. Petra Milk was the way we found to incite the consumption of Petra's products in the media right in the morning, when games started.