Packaging the excitement of the 2026 World Cup for Coca-Cola China

Discover how Smurfit Westrock supported Coca-Cola China’s 2026 World Cup campaign with creative packaging solutions

Smurfit Westrock China partnered with Coca-Cola China to develop a series of innovative paper-based packaging solutions to support its 2026 World Cup campaign across retail and ecommerce channels. Building on an earlier packaging design workshop with Coca-Cola’s channel team, the collaboration focused on creating packaging that would capture the excitement of one of the world’s biggest sporting events while delivering practical functionality for different consumer touchpoints and sales environments.

The Challenge

Coca-Cola China needed packaging concepts that could translate the energy of the 2026 World Cup into engaging consumer experiences while meeting the specific requirements of supermarket and ecommerce channels. One key objective was to create an 8-can 330ml gift pack with dedicated space for a World Cup souvenir, while also ensuring structural stability, efficient packing processes, strong shelf presence and a seamless experience for consumers purchasing products both in-store and online.

The Approach

Smurfit Westrock developed a portfolio of tailored packaging formats designed for multiple channels and usage occasions. For supermarkets, the team created an octagonal eight-can gift pack inspired by football aesthetics and evolved from its DuoDozen platform, delivering visual impact alongside practical performance. Additional solutions included an octagonal seven-mini-can pack, a basket pack and an ecommerce carton. Throughout the project, Smurfit Westrock balanced creativity with commercial practicality by refining structures, optimizing material specifications and coordinating production planning across multiple sites.

The Result

The final packaging series successfully supported Coca-Cola China’s 2026 World Cup campaign by combining thematic appeal with everyday functionality across retail and ecommerce channels. Through close collaboration from concept development to execution, Smurfit Westrock helped enhance campaign visibility, strengthened shelf impact and create engaging consumer experiences at every stage of the purchasing journey, from in-store displays to home delivery and unboxing.

Products used by this client

Can Packaging

Our paper-based can packaging for both food and beverage canned products delivers durability, branding opportunities and consumer convenience, replacing traditional plastic rings and shrink wrap.

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Bottle Packaging

Our bottle packaging offers paper-based alternatives to secondary plastic packaging, providing branding opportunities, product protection, versatility and scalability through automation.

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