Smurfit Westrock and Coca-Cola China Launch Paper-Based Packaging for 2026 World Cup Campaign

Smurfit Westrock has partnered with Coca-Cola China to develop a range of paper-based packaging solutions for the brand's 2026 FIFA World Cup campaign, targeting increased consumer demand across retail and e-commerce channels during the tournament.

The collaboration follows a packaging workshop between Smurfit Westrock and Coca-Cola China's channel team to develop packaging formats designed for both in-store display and online retail. The companies said the solutions are intended to increase product visibility, enhance the consumer experience, and support omni-channel sales during the global sporting event.

A key feature of the campaign is an eight-can (330 ml) gift pack for supermarkets, incorporating space for a World Cup souvenir. Smurfit Westrock designed the pack with an octagonal structure intended to combine shelf impact with structural strength and material efficiency.

In addition to the flagship gift pack, the companies developed several other packaging formats, including an octagonal seven mini-can pack, a basket-style pack, and an e-commerce packaging solution.

Throughout the project, the teams worked together to optimise material use, refine packaging structures, and coordinate production across multiple manufacturing sites.

"The partnership demonstrates how innovative, paper-based packaging can help brands maximise impact during this major sporting event," said Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC.

Chris Zhong, Retail Customer Marketing Manager at Coca-Cola China, said the World Cup represents an important opportunity to engage consumers and that the packaging was designed to create a distinctive shopping experience across both physical and online retail channels.

The partnership comes as major international sporting events continue to drive increased demand for beverages and snack products, with consumer spending typically rising during World Cup tournaments.