3X BRANDS MAKING WORLD CUP PLAYS 

It’s been a long four years, but the World Cup is finally back on our screens. And while for most of us it’s a chance to enjoy some pints under the sun (or rather, the moon) with our mates, for many brands it’s an opportunity to score big with a new set of fans.

From designer kilts to reactive stunts, here’s a hat-trick of our favourite brands bringing it home for the World Cup.

HEINEKEN’S SOUNDWAVE KILT

The Tartan Army are known as some of the most passionate fans in the world, and never has that been truer than this World Cup season. During Scotland’s 2026 campaign, 28 years since their last appearance, swathes of Scots have flown out to the US to support their team – prompting viral videos of fans doing the famous Hampden Roar in baseball stadiums and beyond.

And now, Heineken is turning that glorious chant into a special keepsake for fans, with a one-of-a-kind ‘soundwave kilt’. Aptly named “Fabric of the Nation”, it was the brainchild of Scottish designer Siobhan Mackenzie, who captured the rhythm, hunger and volume of the famous “We’ll Be Coming” chant performed by Scotland fans the world over.

Chair of the Edinburgh Tartan Army, Martin Riddell, said of the project: “To see the passion behind our voices transformed into something tangible is a fantastic tribute to the fans who travel far and wide to support the team. This project captures the energy we bring to the stands and celebrates the unique bond that unites Scotland supporters across generations and across the world."

Meanwhile, other beer brands have also been trying to woo Scottish support in the US, with Stella Artois launching a limited-edition Tartan Army chalice for fans in Miami to enjoy while watching the match.

LEVI’S LOGO STUNT

This year, FIFA’s strict advertising rules have meant only brands that are officially sponsoring the World Cup can have their logos shown in arenas. Which means, despite literally being called Levi’s Arena, Levi’s isn’t allowed to display their logo during games being held there. The guidance affected all kinds of brands, with Heinz even having to go so far as to tape over their logo on bottles at food stands inside stadiums.

But in a swift move of marketing genius, Levi’s bit back by covering their in-stadium logo with a giant white sheet – perfectly outlining its shape, and in turn, proving just how recognisable it is. 

Posting on social media and promptly going viral, the move has in turn inspired a whole host of other brands to follow suit – such as Gillette, who sprayed over their logo with shaving cream, and Heinz, who dropped a black tape-themed social media campaign naming themselves the “Unofficial stadium ketchup”.

COORS’S TALLERBOY

No stranger to an innovative piece of packaging, this year Coors has chosen to celebrate the World Cup the best way they know how – with beer, beer and more beer. 

Their celebratory creation, dubbed “The Tallerboy”, is an extra-long canister built to house three signature Coors tallboys, and keep them cool for the game. Along the side of the 18-inch can is an elongated Coors name featuring 12 additional Os – a callback to earlier in the spring when the brand temporarily changed its name to Coooors Light, inspired by commentator Andrés Cantor’s iconic “Goooooooal.”

Matt Carpenter, Vice President of Marketing at Coooors Light, said: “Extra-long celebrations deserve something that allows you to hold onto those game moments a little longer, and Tallerboy does  exactly that – three cans, one canister, and a whole lot of extra Os.”

The Coooors Light Tallerboy was available for a limited time in June, promoted to be enjoyed alongside Team USA’s appearances on their home turf. 

Words by Emma Cocker, Copywriter.

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