Cerveja Petra, a smaller brand in Brazil, faced three challenges during the 2022 World Cup:
1. Not being an official sponsor, it needed to attract attention without mentioning the tournament.
2. During morning games, it couldn't advertise alcoholic beverages on TV.
3. Qatar banned the sale of beer in stadiums.

The solution was to create "Petra Milk," a milk made from the same barley used in Petra beer, with the same label and bottle.

We produced a film incorporating the same visual cues as traditional beer advertisements. This film was shown during morning game intervals and on morning programs. Additionally, in Qatar stadiums, we conducted sampling activations that generated spontaneous media coverage for our brand.

Cerveja Petra, a smaller brand in Brazil, faced three challenges during the 2022 World Cup:
1. Not being an official sponsor, it needed to attract attention without mentioning the tournament.
2. During morning games, it couldn't advertise alcoholic beverages on TV.
3. Qatar banned the sale of beer in stadiums.

The solution was to create "Petra Milk," a milk made from the same barley used in Petra beer, with the same label and bottle.

We produced a film incorporating the same visual cues as traditional beer advertisements. This film was shown during morning game intervals and on morning programs. Additionally, in Qatar stadiums, we conducted sampling activations that generated spontaneous media coverage for our brand.

Cerveja Petra, a smaller brand in Brazil, faced three challenges during the 2022 World Cup:
1. Not being an official sponsor, it needed to attract attention without mentioning the tournament.
2. During morning games, it couldn't advertise alcoholic beverages on TV.
3. Qatar banned the sale of beer in stadiums.

The solution was to create "Petra Milk," a milk made from the same barley used in Petra beer, with the same label and bottle.

We produced a film incorporating the same visual cues as traditional beer advertisements. This film was shown during morning game intervals and on morning programs. Additionally, in Qatar stadiums, we conducted sampling activations that generated spontaneous media coverage for our brand.

Cerveja Petra, a smaller brand in Brazil, faced three challenges during the 2022 World Cup:
1. Not being an official sponsor, it needed to attract attention without mentioning the tournament.
2. During morning games, it couldn't advertise alcoholic beverages on TV.
3. Qatar banned the sale of beer in stadiums.

The solution was to create "Petra Milk," a milk made from the same barley used in Petra beer, with the same label and bottle.

We produced a film incorporating the same visual cues as traditional beer advertisements. This film was shown during morning game intervals and on morning programs. Additionally, in Qatar stadiums, we conducted sampling activations that generated spontaneous media coverage for our brand.

Cerveja Petra, a smaller brand in Brazil, faced three challenges during the 2022 World Cup:
1. Not being an official sponsor, it needed to attract attention without mentioning the tournament.
2. During morning games, it couldn't advertise alcoholic beverages on TV.
3. Qatar banned the sale of beer in stadiums.

The solution was to create "Petra Milk," a milk made from the same barley used in Petra beer, with the same label and bottle.

We produced a film incorporating the same visual cues as traditional beer advertisements. This film was shown during morning game intervals and on morning programs. Additionally, in Qatar stadiums, we conducted sampling activations that generated spontaneous media coverage for our brand.