World Cup 2026 advertising: how Lay's, Axe and Guinness compete before kick-off
Ahead of World Cup 2026, leading brands introduced a second wave of large, bold campaigns. Attention shifted from matches themselves to everyday viewing occasions and fan atmosphere.
Communication strategies in the next campaign phase
Unlike the cautious first wave of emotional experiments and partnerships, the second seeks deeper engagement through distinctive stories.
Lay's creates a distinctive fan experience
Lay's brings Messi, Beckham, Henry, Putellas and actor Steve Carell together in a video call to choose a party venue. Beckham's condition is that everyone brings Lay's. Real customers invited to meet the stars add a distinctive element, with hidden-camera footage capturing spontaneous emotional reactions.
Brahma restores belief in Brazil's team
Brazilian beer brand Brahma responds to fan scepticism with 'Tá Liberado Acreditar' ('You can believe again'). An ordinary Brazilian gradually reconnects with football, conveying support and hope without excessive patriotism.
Fox Sports' global experiment
Fox Sports imagines a US World Cup victory, using sporting mythology and cultural humour to encourage American interest in football and the tournament.
Collaborative, innovative formats
DoorDash, Deliveroo and Wolt joined forces for a film showing a courier delivering during an important football match. The emotional setting demonstrates how competitors can collaborate around a major event rather than follow their usual rivalry.
Authenticity and humour from Axe
Axe's short films show fans in amusing costumes, sometimes forgetting appearances but keeping their festive spirit. Humour helps connect the brand with younger audiences.
Guinness and its brand heritage
Guinness revisits iconic 1990 and 2023 ads with singing pints, using its archive to communicate continuity and quality against louder competitors.
Marketing lessons and recommendations
The second World Cup 2026 campaign wave treats sport as a setting for emotions and atmosphere rather than the sole content. Businesses should consider:
- Focus on context: integrate the product into event-related everyday situations rather than refer only to sport.
- Creativity and boldness: distinctive formats and stories stand out among advertising messages.
- Collaborations and partnerships: competitor collaboration around a shared idea strengthens loyalty and reach.
- Cultural and historical references: helps build trust and emotional connection.
An integrated view of an event, including traditions, new approaches and emotions, can earn attention and build lasting consumer relationships.
