Campaign Summary

Facing budget constraints and advertising restrictions during the 2022 FIFA World Cup, Petra Beer launched Petra Milk, a non-alcoholic beverage with the same beer aroma and packaging. This innovative approach allowed the brand to engage soccer enthusiasts during early morning matches when alcohol ads were banned. The campaign utilized TV, online video, and social media, amplified by influencers, to create substantial buzz and enhance awareness. The strategy not only circumvented advertising limitations but also resonated strongly with the target audience, resulting in significant earned media impressions and sales growth.

Strategy

Objective

Petra Beer aimed to demonstrate its presence during the World Cup despite budget limitations. The campaign sought to create substantial buzz, enhance awareness, and drive sales while navigating advertising restrictions.

Context

As a local brand competing against larger competitors during the 2022 FIFA World Cup in Qatar, Petra Beer faced the challenge of engaging Brazilian soccer fans without the budget for official sponsorship. The campaign had to overcome the additional hurdle of alcohol advertising bans during early morning match times in Brazil.

Target Audience

The campaign targeted adult soccer enthusiasts aged 18-60 in Brazil. These individuals were passionate about soccer, particularly the World Cup, and often watched matches with friends or family. They were open to trying new beverages associated with celebratory occasions and were active on social media platforms.

Creative and Media Strategy

Petra Beer introduced Petra Milk, a non-alcoholic alternative with the same beer aroma and packaging. This innovation allowed the brand to advertise during morning matches when alcohol ads were banned. The media strategy focused on TV, online video, and social media, leveraging influencers to reach football, beer, and World Cup enthusiasts.

Execution/Use of Media

The campaign execution included:

• Creating a unique six-pack featuring three bottles each of Petra Milk and Petra Beer
• Launching TV promotions for Petra Milk during morning matches
• Disseminating videos across Instagram, Facebook, and YouTube
• Engaging influencers and celebrities to generate content on social media platforms
• Distributing Petra Milk bottles to World Cup attendees in Qatar following the alcohol ban announcement

The campaign effectively integrated various channels and technologies, aligning with the digitally active target audience's behavior and preferences.

Business Impact

The campaign achieved remarkable results:

• Generated over 29.9 million earned media impressions
• Increased sales by 13.5 percent during the campaign period
• Engaged a global audience of soccer enthusiasts, creating significant buzz around Petra Beer and Petra Milk
• Disrupted the market with a creative solution to advertising challenges
• Achieved substantial organic reach and viral sharing of content
• $5 million worth of earned media generated

The campaign's innovative approach and positive consumer reception made it a significant success story in the market. It demonstrated how creative thinking could overcome budget limitations and advertising restrictions, leaving a lasting impact on brand awareness and consumer engagement. The campaign's ability to go viral highlighted its strong resonance with the target audience, solidifying Petra Beer's position in the competitive beer market during a major global event.