Smurfit Westrock Designs Paper-Based World Cup Packaging for Coca-Cola China
Smurfit Westrock has partnered with Coca-Cola China to develop a new range of paper-based packaging solutions for the beverage company’s 2026 FIFA World Cup promotional campaign. The packaging portfolio is designed to enhance product visibility and consumer engagement across both retail shelves and e-commerce channels.
The collaboration began with a packaging innovation workshop involving Coca-Cola China’s channel team, resulting in a series of tailored packaging formats that combine functionality, sustainability, and promotional appeal.
One of the highlights of the campaign is an eight-can 330 ml gift pack created for supermarket displays. The pack features a unique octagonal structure that provides strength while optimizing material usage. It also includes dedicated space for a World Cup-themed souvenir, offering added value to consumers during the tournament.
In addition to the gift pack, Smurfit Westrock developed several packaging formats suited to different sales channels, including a basket-style retail pack and a specially designed e-commerce shipping pack. The project also involved material optimization, packaging design refinements, and coordinated production across multiple manufacturing facilities to ensure efficient delivery.
According to Smurfit Westrock, consumer demand for soft drinks, snacks, and ready-to-eat foods increased significantly during the 2022 FIFA World Cup, driven by home viewing parties, social gatherings, and higher purchases at bars, restaurants, and event venues. The company expects similar buying patterns during the 2026 tournament, making promotional packaging an important marketing tool.
Saverio Mayer, CEO of Smurfit Westrock for EMEA and APAC, said the partnership demonstrates how innovative paper-based packaging can help brands maximize their presence during one of the world’s biggest sporting events. He added that the company focuses on creating packaging solutions that enable brands to connect with consumers at key purchasing moments.
Chris Zhong, Retail Customer Marketing Manager at Coca-Cola China, said the FIFA World Cup provides a valuable opportunity to strengthen consumer engagement. He noted that the collaboration with Smurfit Westrock has resulted in packaging solutions that not only attract attention on retail shelves but also deliver an enhanced shopping experience across multiple sales channels.
The partnership highlights the growing role of sustainable, paper-based packaging in global promotional campaigns, helping brands combine environmental responsibility with impactful retail marketing.