In the lead-up to what will be the final of the 2026 World Cup between Argentina and Spain, an advertising campaign launched by a well-known Spanish beer brand has once again taken center stage. The company, at the time, distributed shirts with a patch of two stars before the tournament began, betting on a victory for La Roja in the United States, Mexico, and Canada.
The initiative started in mid-May, weeks before the World Cup kicked off, under the slogan "Visualizing Victory." As part of the promotion, the brand launched a special edition of shirts inspired by the team that won the 2010 World Cup in South Africa.
To obtain one of the garments, consumers had to redeem 25 bottle caps from the beer, also receiving a package with a specific instruction: "Open on July 19," the date on which the final of the 2026 World Cup will be held.
The most striking detail of the campaign was hidden inside the box. There, participants found a patch with two golden stars, a clear reference to the second world title that Spain will attempt to secure against the Argentine National Team.
The marketing action was conceived months before the finalists of the tournament were known, although the Spanish team's journey to the decisive match made the campaign gain enormous traction in the days leading up to the final.
