Smurfit Westrock has partnered with Coca-Cola China to develop a range of paper-based packaging formats for the brand’s 2026 World Cup campaign, targeting both retail and e-commerce channels.
Developed following a packaging workshop with Coca-Cola’s channel team, the range includes an eight-can (330ml) gift pack for supermarket shelves featuring space for a World Cup souvenir. Smurfit Westrock said it engineered the pack with an octagonal structure designed to balance strength and material efficiency.
The company also developed an octagonal seven mini-can pack, a basket-style pack and an e-commerce format for different retail channels.
According to Smurfit Westrock, the project involved optimising materials, refining pack structures and coordinating production across multiple sites.
Smurfit Westrock said industry data from the 2022 World Cup showed increased sales of soft drinks, snacks and ready-to-eat foods during the tournament as consumers stocked up for at-home viewing and social gatherings, with purchases also rising at venues, bars and restaurants.
Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC, said, “This partnership demonstrates how innovative, paper-based packaging can help brands maximise impact during this major sporting event. At Smurfit Westrock, we help our customers’ brands to stand out and connect with consumers when and where it matters most.”
Chris Zhong, retail customer marketing manager at Coca-Cola China, said, “The World Cup is a key moment for connecting with consumers, and packaging plays an important role in that. Working with Smurfit Westrock, we’ve created solutions that not only stand out on shelf but also deliver a unique experience for consumers wherever they shop.”
