TitleThe UnPhotographed Album
Campaign A Simple Homage to you
Advertiser Dermodex
Brand Dermodex

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Media Type Digital

About BETC São Paulo

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Petra Beer launches Petra Barley Milk to be enjoyed during the World Cup games in the morning

Brazilian beer brand presents Petra Milk: a new way of consuming the grain that gives rise to Petra Malt beer.

In Brazil, FIFA World Cup is a long-awaited event by both sports fans and beer brands, as there is a natural appeal to the consumption of their products. And Brazilians love cheering with beer.

But this year, due to big the time zone difference with Qatar, the first games take place at 07:00 (Brazil’s time), which is definitely not the perfect time for a beer.

Talking to Grupo Petropolis’ master brewers, we found out that it could use the same barley that gives rise to Petra Malt to manufacture Petra’s own plant-based milk. In other words, it is possible to watch the games, early in the morning, drinking a drink composed of a natural and healthy ingredient, which is also used in the beer composition.

Petra Milk was then created, vegetable milk made with the same barley used in the production of the malt of Petra beer. A drink suitable for that time of day but that carries beer characteristics such as the same bottle and even the smell of beer!

Created by BETC HAVAS the idea was to show that it is possible to enjoy the games and cheer with that taste of Petra Malt, without losing responsibility, after all, they are morning games, at breakfast time for many people. In addition, we want to show that the barley used to produce Petra Malt is so special that it is perfect even in milk.

A selected team made of customers, influencers, and celebrities was called to try out this daring limited edition. They received an exclusive pack with three bottles of milk to enjoy the morning games and three bottles of beer for the afternoon games. Guaranteeing all the fun, they could wake up in the morning and literally be able to open a cold Petra to cheer.

At this first moment, Petra Milk will not be for sale to the final consumer. This is an exclusive and limited production, aiming to show the versatility and quality of the raw material used in the production of Petra Malt beer. 

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