Coca-Cola China adopts Smurfit Westrock’s World Cup paper packaging
Key takeaways
- Coca-Cola China is using Smurfit Westrock’s paper-based packaging for its 2026 World Cup retail and e-commerce campaign.
- The packaging includes an octagonal gift pack for eight cans and a football souvenir, alongside mini-can, basket-style, and e-commerce formats.
- Smurfit Westrock says the designs aim to boost shelf impact and consumer engagement during the major sporting event.
Image credit: Smurfit Westrock.Smurfit Westrock has provided Coca-Cola China with paper-based packaging for its 2026 World Cup campaign across its retail and e-commerce offerings, as the FIFA event continues to propel consumer spending, according to the companies.
The paper packaging provider engineered an octagonal structure aiming to combine bold design with strength and efficiency for Coca-Cola China’s World Cup gift pack for supermarket shelves, including eight 330 mL cans of Coca-Cola and a football souvenir.
Additionally, Smurfit Westrock developed formats tailored to other sales channels and occasions, including an octagonal pack of seven mini cans, a basket-style packaging, and an e-commerce solution.
Saverio Mayer, CEO atof Smurfit Westrock for EMEA and APAC, says: “This partnership demonstrates how paper-based packaging can help brands maximize 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.”
Spike in consumer interest
Smurfit Westrock joined Coca-Cola’s channel team at a packaging workshop to develop the solution.
Chris Zhong, retail customer marketing manager at Coca-Cola China, adds: “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.”
The packaging company points out that the 2022 World Cup led to “major increases in sales” of snacks and soft drinks. It adds that there was also a “significant increase” in worldwide consumption at venues, bars, and restaurants during the 2022 tournament, including F&B products such as soft drinks, snacks, and ready-to-eat products.
Coca-Cola previously released limited edition packaging for the 250th anniversary of US independence and for Lunar New Year packaging across Southeast Asia and China.
Smurfit Westrock recently also developed a recyclable seafood packaging for temperature regulation and a water-activated adhesive for paper packaging.
In March, the Irish paper packaging company bought Cartomanabí, a corrugated packaging company in Ecuador.
