Smurfit Westrock and Coca-Cola Partner on World Cup Packaging to Meet Rising Fan Demand
Smurfit Westrock has joined forces with Coca-Cola China to create a new generation of innovative paper-based packaging solutions aimed at strengthening the brand’s presence during the highly anticipated 2026 World Cup campaign. The collaboration focuses on developing sustainable, eye-catching packaging formats designed to capture consumer attention across supermarket shelves, retail environments, and rapidly growing e-commerce channels.
As one of the world’s largest sporting events, the World Cup represents a major opportunity for food and beverage brands to connect with consumers, drive engagement, and increase sales. With millions of fans gathering to watch matches at home, in restaurants, bars, and public viewing locations, demand for snacks, beverages, and convenience foods typically rises significantly during the tournament period.
The partnership between Smurfit Westrock and Coca-Cola China highlights the growing importance of packaging as a strategic tool for brands looking to maximize opportunities during major cultural and sporting moments. Beyond protecting products, modern packaging plays a critical role in attracting shoppers, improving the customer experience, strengthening brand recognition, and supporting seamless purchasing across multiple channels.
The companies developed the new packaging solutions through a dedicated collaborative workshop involving Coca-Cola’s channel marketing and retail teams. The goal was to create packaging that reflects the excitement, energy, and global appeal of the World Cup while meeting the practical requirements of today’s retail landscape.
One of the key innovations from the collaboration is an eight-can gift pack designed specifically for supermarket shelves. The 330ml can pack features dedicated space for a World Cup-themed souvenir, creating an added-value experience for consumers and encouraging purchase during the tournament. To enhance visual appeal and product differentiation, Smurfit Westrock designed a unique octagonal structure that combines distinctive aesthetics with durability, efficient material use, and easy handling.
The packaging concept demonstrates how paper-based solutions can help brands create memorable consumer experiences while supporting sustainability goals. By using renewable paper-based materials and optimized structural designs, the solutions provide an alternative approach to traditional packaging formats while maintaining strength, functionality, and shelf appeal.
Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC, emphasized the importance of innovation and collaboration in helping brands succeed during high-impact consumer moments.
“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,” Mayer said.
Beyond the flagship eight-can gift pack, Smurfit Westrock created several additional packaging formats to address different shopping environments and consumer occasions. These include an octagonal seven mini-can pack, a basket-style packaging solution, and a dedicated e-commerce format designed to support online purchasing and delivery requirements.
The variety of solutions reflects the changing nature of beverage consumption and retail shopping habits. Consumers increasingly move between physical stores and digital platforms, making flexible and adaptable packaging essential for brands seeking to deliver consistent experiences across all sales channels.
The development process involved close cooperation between both companies to balance creative design with operational efficiency. Teams worked together to optimize material usage, refine packaging structures, and coordinate production capabilities across multiple manufacturing locations.
This approach enabled the companies to create packaging that delivers strong visual impact while maintaining scalability and efficiency throughout the supply chain. The collaboration also demonstrates the role that packaging innovation can play in helping companies respond to growing demand for sustainable solutions without compromising performance or consumer appeal.
Chris Zhong, Retail Customer Marketing Manager at Coca-Cola China, highlighted the importance of packaging in creating meaningful connections with consumers during major global events.
“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,” Zhong said.
The partnership between Smurfit Westrock and Coca-Cola China reflects a broader industry shift toward sustainable, consumer-focused packaging solutions. As brands compete for attention during major events, innovative packaging designs that combine functionality, sustainability, and emotional connection are becoming increasingly important.
With the 2026 World Cup expected to generate significant consumer excitement worldwide, the collaboration showcases how strategic packaging innovation can help brands capitalize on major market opportunities while delivering enhanced experiences for shoppers across retail and digital platforms.
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