RESTOCK THE SCOTS

Challenge
During the FIFA 2026 World Cup, the “Tartan Army” from Scotland drank Boston dry—a real “beer shortage story”. The campaign leaned into a real phenomenon in response to high beer consumption, and Miller Lite positioned itself as the only brewery prepared for the Army of Scottish fans.

Solution
Foxhole Creative partnered with Miller Lite to bring the "Restock the Scots" idea to life. Working alongside the Miller Lite team, Foxhole managed the production and execution of the floating experience, including outfitting our branded Miller Lite pontoon that escorted the beer barge and capturing the footage with quick edits to tell the story to the world. Outfitted with bagpipes and all, the activation turned a real product delivery into a shareable spectacle that generated buzz across social media, sports outlets, and advertising publications.

Impact
What started as a clever response to Scotland's thirsty fanbase quickly became a buzz-worthy moment surrounding the match in Miami. From local spectators lining the harbor to over half a BILLION impressions across news publications and social media, the activation demonstrated how thoughtful production and execution can transform a real-world moment into an impactful cultural opportunity.