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.