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Top 3 Campaign in Fashion & Apparel · June 2026
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Top 3 Campaign
Fashion & Apparel · June 2026

Tartan Army Soundwave Kilt

PR Campaign
Thursday 11th June, 2026

Heineken UK partnered with designer Siobhan Mackenzie to create a one-off ‘soundwave kilt’ that embeds embroidered soundwaves of Scotland fans’ “We’ll Be Coming” chant into tartan as part of its Fabric of the Nation campaign; fans can win a personalised kilt by submitting their own chant via Instagram.

Why it worked: It hijacked a live national moment by turning a stadium chant into a tangible, photogenic kilt with a win-your-own hook.

The lesson: Consider converting a beloved community sound or ritual into a limited, customizable object and tie it to a simple social entry.

Heineken UK
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
heraldscotland.com Edinburgh firm Heineken unveils Tartan Army soundwave kilt | The Herald Thursday 11th June, 2026
scotsman.com Tartan Army's famous roar transformed into one-of-a-kind kilt by Scottish designer and Heineken Friday 12th June, 2026
dailyrecord.co.uk Tartan Army's famous Hampden roar transformed into one of a kind 'soundwave kilt' by Scots designer - Daily Record Saturday 13th June, 2026

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