Based on the idea that talking to plants makes them grow more beautiful and healthy, Petra Puro Malte beer launched a very original action in the brand’s own barley plantations: it installed loudspeakers in the field and invited consumers to send audios with messages to be played to the plants.
The goal, at the end of the action, is to produce a limited edition of Petra beer with the barley that grew with the voices of consumers. This edition will not be sold, it will be directed to digital influencers.
The campaign, created by BETC HAVAS in partnership with Petra, won a digital film and is on the brand’s Instagram, Facebook, YouTube and Twitter and on the profile of some partner influencers.
Watch the film made by Cerveja Petra:
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This phenomenon happens because the plants react to the sound waves of the human voice that emit vibrations with frequencies between 50 and 500 hertz. According to studies, plants are influenced by all environmental changes around them. They respond to nearby sound vibrations which activate two key genes within them that influence their growth.
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