Trash Talk Codes

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 app -, turning in-game trash talk into beer orders. No paid media. No interruptions. Just football itself.

Cannes Lions | 2x Shortlisted