Smurfit Westrock has partnered with Coca-Cola China to develop a series of paper-based packaging solutions for the brand’s 2026 World Cup campaign across retail and e-commerce channels.
The packaging range was developed following a workshop with Coca-Cola China’s channel team and is designed to support in-store visibility while meeting the requirements of multiple retail formats. The range includes an eight-can (330ml) gift pack for supermarkets featuring space for a World Cup souvenir. Smurfit Westrock developed an octagonal structure intended to combine shelf impact with structural strength and material efficiency.
The companies said the collaboration reflects growing demand for packaging that supports promotional campaigns linked to major sporting events, when consumer spending on food and drink products typically increases. Throughout the project, the teams worked together to optimise material usage, refine pack structures and align production across multiple manufacturing sites.
“This partnership demonstrates how paper-based packaging can help brands maximise impact during this major sporting event,” said Saverio Mayer, Chief Executive Officer, Smurfit Westrock EMEA & APAC. “At Smurfit Westrock, we help our customers’ brands stand out and connect with consumers when and where it matters most.”
“The World Cup is a key moment for connecting with consumers, and packaging plays an important role in that,” said Chris Zhong, Retail Customer Marketing Manager, Coca-Cola China. “Working with Smurfit Westrock, we’ve created solutions that not only stand out on shelf but also deliver a distinctive experience for consumers wherever they shop.”
