Peter's Cold Brew Made a Vinyl Record From Coffee in Czechia
Peter's Cold Brew BTB Vinyl is a 2018 integrated campaign created by McCann Prague for Czech cold brew brand Peter's Cold Brew, built around the world's first functional vinyl LP pressed from coffee — a record recipients could play on a turntable, then break apart and mix with water to produce a mocha-style cold brew drink.
The campaign launched in Czechia in May 2018, anchored by a single product innovation that made the brand's core claim physical and tangible. Peter's Cold Brew is associated with Peter's Apartment and positions its product as triple-strength coffee — a formulation so concentrated the brand earned the informal nickname "Liquid Cocaine" among its audience, according to Clapboard. The creative platform built around this intensity is called "Blacker Than Black," a line that drives every executional choice the campaign makes.
Rather than communicating triple strength through conventional advertising, McCann Prague chose to embody the idea through an object. The BTB Vinyl record is simultaneously a piece of music media and a serving of coffee, collapsing two distinct cultural formats into one artifact. In Czechia, where specialty coffee culture was expanding alongside a broader European interest in premium cold brew, the stunt offered local audiences a shareable, tactile encounter with the brand's product philosophy. The integrated medium allowed the campaign to move across press, digital, and earned media from a single creative asset — documented as one media asset in the campaign's submission record, per Clapboard. The Clapboard Score for BTB Vinyl stands at 78 out of 100, reflecting the campaign's originality of concept and its disciplined connection between product truth and creative form.
Peter's Cold Brew positions its triple-strength formulation as categorically more intense than anything the market offers. The strategic foundation of BTB Vinyl rests on a creative platform that uses absurdist exaggeration to make that intensity felt rather than stated. According to Clapboard, the "Blacker Than Black" concept deploys comparisons that escalate into deliberate provocation — matching with a parent on Tinder, vinyl records made from the sounds of dying unicorns — each one calibrated to signal that the product exists beyond normal parameters.
The cold brew segment was a fast-growing category at the time of this campaign's launch. According to Grand View Research, the global cold brew coffee market was valued at approximately US$29 million in 2017 and was forecast to reach US$170 million by 2025, growing at a compound annual growth rate of 24.7 percent between 2018 and 2025. In Czechia, specialty and premium coffee products were benefiting from broader Central European interest in third-wave coffee culture, creating an addressable audience receptive to brand personality and product provenance. Larger competitors operating in adjacent segments — including Starbucks Coffee Company, whose ready-to-drink range competes directly for cold brew occasions, and Nestlé, whose RTD coffee portfolio spans multiple European markets — rely on scale and distribution rather than the kind of artisan provocation Peter's Cold Brew deploys. Against those competitors, McCann Prague's strategic instinct was correct: a small brand cannot win on reach, but it can win on distinctiveness. BTB Vinyl pursues distinctiveness through product innovation that doubles as creative content, generating earned media value well beyond the cost of producing a single vinyl pressing.
The central artifact of BTB Vinyl is a fully functional vinyl LP pressed from coffee. According to Adweek, reporting on the campaign in June 2018, the record was described as the first-of-its-kind functional vinyl made from pressed coffee — a physical object playable on a standard turntable that recipients could subsequently break into fragments, mix with water, and consume as a mocha-style cold brew drink. The object is both medium and product simultaneously, a creative resolution that required genuine manufacturing invention, not simulation.
Food innovator Patrick Galencser collaborated with McCann Prague to create the drinkable record, according to Clapboard. That collaboration placed the project at the intersection of food science and product design, disciplines not typically combined in advertising production. The result is an artifact with a verifiable dual function: it plays music and it makes coffee. Razvan Capanescu served as Chief Creative Officer at McCann Prague and co-copywriter on the campaign, according to Clapboard and as documented on Ads of the World. His creative direction shaped the absurdist tone that runs through the broader "Blacker Than Black" platform, ensuring the vinyl record did not read as a novelty object disconnected from brand strategy but as the logical physical manifestation of a product described as triple-strength and beyond ordinary category norms.
Trend Hunter, covering the campaign in June 2018, positioned BTB Vinyl as an example of novelty food marketing that harnesses nostalgia — in this case, the cultural weight of vinyl records — to create a sensory brand encounter. The choice of vinyl as the format is itself strategic: the medium carries connotations of depth, authenticity, and connoisseurship that transfer directly to the cold brew product's premium positioning in the Czech market.
No verified performance data for BTB Vinyl is publicly available in terms of sales uplift, reach figures, or audience engagement metrics. What the public record does confirm is the campaign's recognition within the advertising industry's awards infrastructure. BTB Vinyl was entered at Golden Drum, one of Central and Eastern Europe's most significant creative festivals, under two entry codes — F63026GD18 and F62010GD18 — as documented by Clapboard and confirmed through Golden Drum's own records. The dual entry reflects the campaign's classification across more than one category, a common indicator of work considered to have multi-dimensional creative merit.
Adweek's editorial coverage of BTB Vinyl in June 2018 represents a form of non-paid verification that the campaign met a threshold of genuine newsworthiness beyond the Czech market, reaching an international trade audience. Earned coverage in a publication of Adweek's standing functions as a proxy effectiveness signal in the absence of primary campaign metrics. Structurally, BTB Vinyl demonstrates the creative logic that generates sustained attention: a single physical object that is simultaneously product, medium, and proof of brand claim. The vinyl record does not illustrate that Peter's Cold Brew is "blacker than black" — it is the demonstration. That alignment between product truth and creative expression is the most durable form of advertising effectiveness, and it is the principal reason the campaign continues to circulate as a reference point for integrated product innovation in the Food and Drink category.
BTB Vinyl is a May 2018 integrated campaign by McCann Prague for Peter's Cold Brew in Czechia. It introduced the world's first functional vinyl LP pressed from coffee — a record playable on a turntable that could then be broken apart and mixed with water to make a cold brew drink, expressing the brand's "Blacker Than Black" triple-strength positioning.
McCann Prague created the BTB Vinyl campaign. Razvan Capanescu served as Chief Creative Officer and co-copywriter, according to Clapboard. Food innovator Patrick Galencser collaborated with the agency to engineer the drinkable vinyl record, bringing food science expertise to make the object both playable and consumable as a cold brew coffee drink.
"Blacker Than Black" is the creative platform McCann Prague built to communicate Peter's Cold Brew's triple-strength formulation. According to Clapboard, the platform uses absurdist comparisons to convey intensity beyond normal category norms. The BTB Vinyl record serves as the platform's most tangible expression — a coffee product disguised as a music format.
BTB Vinyl was entered at Golden Drum, a leading Central and Eastern European creative festival, under two separate entry codes — F63026GD18 and F62010GD18 — as documented by Clapboard and Golden Drum. The campaign also received editorial coverage from Adweek in June 2018, providing international trade-press recognition for the Czech market campaign.
According to Adweek, the vinyl record was pressed from coffee and fully functional on a standard turntable. After playing, recipients could break the record into pieces, mix the fragments with water, and produce a mocha-style cold brew drink. Food innovator Patrick Galencser collaborated with McCann Prague on the engineering of this dual-function object, per Clapboard.
Vinyl carries cultural connotations of depth, authenticity, and connoisseurship that align with Peter's Cold Brew's premium positioning in Czechia. Trend Hunter noted in June 2018 that the campaign exemplifies novelty food marketing that leverages nostalgia. The format also gave a small brand a shareable, tactile artifact capable of generating earned media against larger competitors such as Starbucks and Nestlé.
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