Carnival. The most competitive time of year for beer brands, and our challenge was to make Petra stand out. How? We started with a cultural insight: Brazilian-Folião no longer live only for the street parades; over the years, they’ve discovered other ways to experience Carnival: in camarotes, at bars, in markets, and even at home. With that, our role became clear: spark people’s curiosity, making them feel the urge to experience these other sides of Carnival. “Gole de Brasil” was created to amplify this and show that Brazil isn’t just about the obvious choice.
