Petra Beer

Petra Milk

Agency: BETC Havas


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.

This professional campaign titled 'Petra Milk' was published in Brazil in December, 2022. It was created for the brand: Petra Beer, by ad agency: BETC Havas. This Film medium campaign is related to the Alcoholic Drinks industry and contains 2 media assets. It was submitted 10 months ago.


Client: Grupo Petropolis
Product: Petra Beer
CCO: Erh Ray
CBO: Marcos Lacerda
VP Creative Director: Marcelo Bruzzesi
Creative Directors: Marcelo Ribeiro, Victor Castelo, Juliano Almeida
Creative Team: Andre Choairy, Fernando Fregate, Lucas Husni, Pedro Arvati
Brands & Businesses VP: Andre Gomes
Brands & Businesses Team: Daniel Carneiro, Nathalia Moral
Channels & Engagement: Carol Esposito, Andre Goes, Matheus Anjos
VP of Strategy: Agatha Kim
Strategy: Gabriela Sanchez, Luiza Lopes
Content: Daniela Lima, Carlos Gouveia, Fernanda Conceicao, Jeniffer Landi
Production Company: Merci
Director: Luigi Dias
D.O.P.: Will Passini
Agency Producers: Juliana Arantes, Dayane Dantas, Rafael Paes, Caio Rodrigues, Cindy Cardoso
Effects: Fabiano Caldeira
Executive Producer: Juliana Arantes
Editing: Paulo Albertos
Colorist: Andre Gama
Sound Design: Alma 1111 Audio
Music Direction: Diego Raso
Music Executive Director: Carla Brauninger
Music Production: Jo Borges, Diego Raso
Client Approval: Giullia Faria, Danielle Bibas, Nathalia Cajueiro, Priscila da Fonseca, Augusto Poles, Rodrigo Nogueira, Douglas Silva, Flavia Sancho


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.