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Irn-Bru turns its girders jingle into a World Cup anthem

We're Made in Scotland from Girders, Irn Bru, Scotland

UK – Irn-Bru has re-imagined its 1980s Made in Scotland from Girders jingle as an anthem for the Tartan Army ahead of the FIFA World Cup 2026. Created by Lucky Generals, the campaign features Scottish icons including singer Susan Boyle, Scotland captain John McGinn and Franz Ferdinand’s Alex Kapranos.

The film follows fans navigating the realities of tournament travel – from airport security and expensive tickets to sleepless nights and Miami heat – while celebrating the humour and resilience associated with Scotland’s supporters.

For brands, the campaign highlights the enduring value of cultural memory and fandom in building relevance around major sporting moments. It also signals how heritage assets can be refreshed through humorous entertainment-led storytelling and community participation.

As explored in our Future Forecast 2026: Marketing, Advertising & Branding report, brands are transforming heritage assets such as jingles into cinematic storytelling that builds to deepen cultural relevance.

Strategic opportunity

Re-imagine heritage assets as shared cultural shorthand, using humour-led storytelling and fan participation to transform nostalgia into contemporary relevance

What Google Maps’ collaboration with Dua Lipa tells us about the future of discovery

Global – Google has partnered with editorial platform Service95 and its founder, pop star Dua Lipa, to bring celebrity-led travel recommendations directly into Google Maps. The collaboration features 12 shared lists curated by the singer, highlighting favourite destinations across cities including London, Los Angeles, Tokyo and Barcelona.

Each recommendation includes personal commentary and images from Dua Lipa’s camera roll, allowing users to save locations and build their own itineraries. The activation also introduces a customised Pegman character inspired by the artist.

The partnership reflects how mapping platforms are evolving from navigation tools into discovery engines. As young consumers increasingly look to creators, celebrities and digital communities to shape where they go next, brands have an opportunity to turn cultural influence into real-world behaviour. Head to our TikTok Travel Agents and Pop Culture Pilgrimages reports to learn more.

Dua Lipa for Porsche, Germany

Strategic opportunity

Move beyond celebrity endorsements and co-create discovery ecosystems with cultural taste-makers, transforming fandom and inspiration into practical itineraries, recommendations and experiences

Stat: Why micromobility is outpacing forecasts

Toyota FT-Me Micromobility Concept EV, Europe

Europe – According to McKinsey & Co, Europe’s micromobility market reached an estimated £52.5bn ($70bn, €60.8bn) in 2025, exceeding the consultancy’s earlier forecast of £45bn ($60bn, €52.1bn).

McKinsey attributes this growth to recovering travel patterns and pandemic-era infrastructure gains, with more than 14 of the 20 largest EU cities recording increased shared micromobility usage over the past five years.

Shared trips nearly tripled across Europe between 2020 and 2024, while commuting is becoming a key use case alongside shopping and routine journeys.

Among private bike and e-bike owners, 49% said better cycling infrastructure would increase usage, while 27% of occasional shared micromobility users cited high prices as their main deterrent.

Read our Micromobility Innovations report for analysis of how next-gen micro-vehicles are reducing environmental impact and improving how citizens move around congested urban areas.

Strategic opportunity

Consider micromobility when designing brand experiences, positioning activations, retail formats and services around the everyday journeys that consumers are already making