Innovative packaging tailored to engage football enthusiasts during pivotal sporting events has emerged as a focal point.
Smurfit Westrock has collaborated with Coca-Cola China to introduce a new range of paper-based packaging options for the brand’s promotional efforts surrounding the 2026 World Cup, aiming to create a distinctive presence in both retail and online marketplaces.
This partnership is timely, as international sporting occasions such as the World Cup significantly elevate consumer expenditure. Data from the industry reveals notable surges in the sales of snacks and beverages throughout the 2022 World Cup, with consumers stocking up for home viewing and social events. Concurrently, there was a marked increase in purchases of soft drinks, snacks, and ready-to-eat meals in bars, restaurants, and event venues during the tournament, engaging billions of soccer aficionados across the globe.
In this context, the collaboration between Smurfit Westrock and Coca-Cola illustrates how sustainable packaging can seize high-demand opportunities, enhancing visibility, enriching the consumer journey, and bolstering omni-channel retail approaches.
Developed after an intensive packaging workshop with Coca-Cola’s channel team, these innovative solutions encapsulate the thrill and fervor of the World Cup while addressing the practical requirements of today’s retail environment. A standout feature is an eight-can (330ml) gift pack designed for supermarket displays, allowing space for a World Cup memorabilia. Smurfit Westrock crafted a unique octagonal shape, merging bold aesthetics with strength and operational efficiency.
Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC, stated: “This partnership showcases how innovative, paper-based packaging can assist brands in maximizing their impact during this significant sporting event. At Smurfit Westrock, we enable our clients’ brands to differentiate themselves and resonate with consumers at crucial moments.”
Beyond the flagship gift pack, Smurfit Westrock has devised a variety of formats suited for different retail channels and events, including an octagonal mini-can pack consisting of seven units, a basket-style design, and tailored e-commerce solutions.
Throughout the development phase, both teams collaborated closely to integrate creativity with efficiency, focusing on material optimization, structural refinement, and synchronized production across various locations.
Chris Zhong, Retail Customer Marketing Manager at Coca-Cola China, remarked: “The World Cup is a crucial opportunity to engage with consumers, and packaging plays a pivotal role in that connection. Partnering with Smurfit Westrock, we have developed solutions that not only catch the eye on shelves but also provide a memorable experience for consumers wherever they shop.”