The Challenge
For decades, Brahma has been the beer of Brazilian football, consistently sponsoring teams, championships, and players across the country. But with new regulations banning beer sponsorships on players’ jerseys, how could Brahma continue to make its presence felt on the field? Simple: the answer was literally on the tip of the tongue. We created Trash Talk Codes — a brand-new media format that turned on-field trash talk into coupon codes, spoken live by players during match broadcasts. By tapping into the global trend of lip-reading football content, the idea became a viral phenomenon — generating massive earned media and sparking a wave of coupon redemptions on our e-commerce platform.
The Solution
We partnered with players to sneak Brahma discount codes into their on-field banter. Lip-readers, fans, and sports media picked up on it instantly, spreading the codes virally. Every code unlocked a Brahma discount on Zé Delivery — Brahma’s official delivery platform — turning in-game trash talk into beer orders. The idea quickly became one of the main topics among fans and in the media. More and more people, day after day, were watching the plays closely and asking for more discount coupons during the matches. So, we started hijacking the viral trash talk to create new coupons. What was already a massive movement grew even bigger, with impressive results.
