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Petra Milk

Award: Wood Pencil

Wood Pencil / PR / Product Launch / 2023

Award: Shortlist

Shortlist / Experiential / B2C Activations

Award: Shortlist

Shortlist / Media / Events & Stunts

Award: Shortlist

Shortlist / Media / Integrated

In 2022, the World Cup matches started in the morning, but in Brazil, it’s illegal to run beer adverts in the morning. Since the adverts were banned, and Petra wasn’t an official sponsor of the tournament, the brand couldn’t talk about beer. So it created Petra Milk instead – a milk made with its barley, beer scent, and long necks. The drinks were available individually or in a special six-pack: three Petra Milk bottles for the morning games, and three Petra Beer bottles for the afternoon games. Petra Milk became part of people’s breakfast and even a cake ingredient on cooking shows. Then, when Qatar banned the sale of alcohol at the stadiums, Petra sent dozens of Petra Milk bottles to fans there, becoming the only barley accepted around stadiums.