Smurfit Westrock has helped Coca-Cola China develop various paper-based packaging solutions for its World Cup lineup, intended to stand out across multiple retail channels.
Smurfit Westrock cites data from NielsenIQ and Forbes as it suggests that global sporting events like the World Cup leads to spikes in consumer spending. Ready-to-eat foods, snacks, and soft drinks are thought to see a particular rise, both for at-home consumption and at venues, bars and restaurants.
In this context, Smurfit Westrock has conducted a dedicated packaging workshop with Coca-Cola’s channel team to develop a flagship eight-can gift pack for supermarket shelves – complete with space for a World Cup souvenir. The pack’s octagonal structure is said to combine ‘bold’ design with strength and efficiency.
Other developments include an octagonal pack for seven mini-cans, a basket-style pack, and an e-commerce solution. The partners sought to optimize materials, refine structures, and align production across multiple sites throughout the project.
Altogether, the packaging lineup is expected to address the practical demands for different retail channels and end-uses, while also embodying the ‘energy and excitement’ of the World Cup.
Smurfit Westrock hopes to demonstrate how sustainability-minded packaging design can help boost visibility, enhance the consumer experience, and support omni-channel retail strategies during high-demand events.
“This partnership demonstrates how innovative, paper-based packaging can help brands maximize impact during this major sporting event,” says Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC. “At Smurfit Westrock, we help our customers’ brands to 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,” adds Chris Zhong, Retail Customer marketing manager at Coca-Cola China. “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.”
Packaging Europe recently took a deep dive into the packaging landscape during the FIFA World Cup 2026. Developments range from Coca-Cola Canada’s limited-edition cans that enter consumers into a sweepstakes to win one of five authentic World Cup balls, to football-themed packaging film for Tesco’s iceberg lettuce.
In other news, Smurfit Westrock recently completed an asset purchase of Cartomanabí, including its annual corrugated production capacity of over 50,000 tons. By acquiring Cartomanabí, Smurfit Westrock plans to capitalize on corrugated packaging growth opportunities within Ecuador and across Latin America, and to support its customers operating in the region.
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