Creativity

Swap beer for milk this World Cup, suggests this Mexican dairy brand

Lala plays off the time difference with Russia in campaign by Circus

By Alexandra Jardine. Published on May 17, 2018

Editor's Pick

Plenty of soccer fans will look forward to watching the World Cup with a six pack of beer this summer; but not in Mexico, where the time difference with Russia means the games will be shown in the morning.

Milk brand Lala has capitalized on that opportunity with a campaign encouraging them to buy a six pack of its milk instead. A spot seen here, created by Circus, shows fans kicking back with their milk in beer glasses and celebrating the tournament as they might otherwise have done with something stronger. This new way of consuming milk "allows the football match drinking rituals to be maintained while respecting the consumers' morning habits," according to the agency. The agency developed the six pack as a promotional item, but now Lala is looking into production timing to see if it can sell the item nationally ahead of the tournament.

It's not the first time brands have played off the time difference in a global tournament -- last year Heineken in encouraged Brazilians to "live" in the European timezone for the duration of the UEFA Champions League. This year, Mexican beer brand Sangre de Malta suggested it NOT be the brew of choice while watching the games. But it's a fun idea, and we wonder if other breakfast brands could find an opportunity here: cereal instead of potato chips perhaps?

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Credits

Date
May 17, 2018
Client:
Lala
Agency:
Circus

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