“Truly Believes” 2026 world Cup
Truly Hard Seltzer & U.S. SOCCER
NOELLE THORSTENSON | Art Director
CREATIVE PARTNERS |. Boston Beer In-House Design Team + KDSP + Heidi’s Bridge
The Kick-off
In 2026, Truly went all in on its largest partnership to date, teaming up with U.S. Soccer for one of the biggest moments in the sport - The World Cup. Our challenge was to match that energy with a bold, cohesive 360° campaign built to show up just about everywhere.
Nearly 300 assets later, the campaign spanned packaging, POS, OOH, truck wraps, motion, and interactive experiences. With that kind of scale, every touchpoint needed to play on the same team, creating one connected visual world that felt unmistakably Truly.
The Starting line-up
Host City Collectible Cans
For a campaign this big, the packaging needed to play a bigger role. We created twelve limited-edition 24oz cans celebrating the 11 host cities alongside one signature USA design. Using multi-variable printing, no two cans were alike, with custom artwork capturing the culture and character of each city. Created alongside our production partners and collaborating artists, the collection turned our packaging into a collectible piece of the campaign.
12 Cans. 11 Cities. No Two alike.
And the collection didn’t stop there.
Alongside the collectible cans, we extended the campaign across limited-edition 12oz cans, 12- and 24-packs, creating a broader packaging lineup that brought the U.S. Soccer partnership to life on shelf.
The Assist
Truly’s All-Star Collabs
Collaboration took the campaign beyond traditional advertising. From partnerships with U.S. Men’s National Team players Weston McKennie and Tyler Adams to a custom jacket created with legendary designer Jeff Hamilton, each brought Truly and U.S. Soccer further into culture, generating more than 2.3M impressions and 350K engagements.
Shots on Goal
Campaign Photography
We set out to capture soccer fandom at its most colorful, playful, and energetic. Working closely with Heidi’s Bridge and U.S. Soccer, I helped art direct talent, compositions, styling, shot lists, and final selects, creating a visual world that felt unmistakably Truly while staying authentic to the sport.
Beyond the Pitch
The Physical World
This is where the 360° campaign came to life. Across POS, more than 180 OOH assets, motion, installations, retail, and in-stadium experiences, we built a cohesive visual system designed to show up boldly at every scale. From the shelf to the stadium and everywhere in between, Truly was wherever soccer fans were.
Home Field Advantage
On-Premise Activation
On-premise design brought Truly’s partnership with U.S. Soccer directly to consumers, turning bars and restaurants into high-visibility brand touchpoints. From custom signage to branded tap handles, each element was designed to drive awareness, reinforce Truly’s position as the Official Hard Seltzer of U.S. Soccer, and connect with fans at the point of purchase - creating a cohesive brand presence that extended the excitement of the World Cup beyond the field.
TRULY BELIEVES IN U.S. SOCCER
TRULY BELIEVES IN U.S. SOCCER
The Roster
Art Director — Noelle Thorstenson
Creative Director — Mark Veillette
Photography — Heidi’s Bridge
Retouching — Jack Davis
Agency Partner — KDSP
Collaborators — U.S National Soccer
Mass Display Production — OnDisplay