Smurfit Westrock has partnered with Coca-Cola China to develop a portfolio of paper-based packaging solutions for the brand’s 2026 World Cup campaign. Designed for both physical retail and e-commerce, the new formats aim to increase visibility, improve the consumer experience and support high-volume promotional activity during one of the world’s largest sporting events.

Major tournaments typically generate sharp increases in demand for soft drinks, snacks and ready-to-eat products as consumers prepare for home viewing, social gatherings and celebrations in bars and restaurants. Packaging therefore becomes an important commercial tool, helping brands stand out during a period of intense competition and elevated sales.

The collaboration demonstrates how structural packaging design can combine promotional impact, channel flexibility and material efficiency.

The solutions were developed following a dedicated workshop involving Smurfit Westrock and Coca-Cola’s channel team. The process focused on translating the energy of the World Cup into packaging structures that could attract attention while still meeting the practical requirements of transport, merchandising and consumer handling.

A central format in the campaign is an eight-can gift pack for 330ml cans. Intended for supermarket shelves, the pack also includes space for a World Cup souvenir, adding a collectible element to the purchase. Smurfit Westrock created a distinctive octagonal structure that provides a strong visual identity while protecting the cans and using material efficiently.

The unusual geometry gives Coca-Cola a format that differs from conventional rectangular multipacks. For consumers, the structure can strengthen the sense of occasion and make the pack more suitable for gifting or sharing. For retailers, its recognisable shape can create stronger shelf presence during a crowded promotional season.

Beyond the flagship pack, the partnership includes an octagonal seven mini-can format, a basket-style pack and a dedicated e-commerce solution. Each design responds to different shopping missions, from supermarket purchases and gifting to online ordering and home delivery.

• Retail formats prioritise shelf visibility, easy handling and promotional impact.
• Gift packs add collectability and support limited-edition campaigns.
• E-commerce packaging must withstand distribution while maintaining presentation quality.
• Paper-based structures can support recyclability and material reduction goals.
• Multi-site production helps maintain consistency across large campaign volumes.

The e-commerce component is particularly important as beverage promotions increasingly operate across several channels at once. Packaging ordered online must survive additional handling, stacking and transport stages compared with a pack purchased directly from a store. At the same time, consumers still expect the product to arrive in a format that feels branded and event-specific.

Throughout the development process, the teams worked to balance creativity with manufacturing efficiency. This included refining structures, optimising material use and coordinating production across multiple sites. Such preparation is essential for a campaign linked to a fixed global event, where delays or inconsistencies can reduce the value of the promotional opportunity.

Paper-based packaging also supports Coca-Cola’s need to combine high-impact graphics with familiar recycling routes. Corrugated and paperboard formats provide broad printable surfaces for tournament artwork, promotional messaging and product information while offering the strength required for beverage multipacks.

For Smurfit Westrock, the project highlights the growing role of packaging suppliers as strategic partners rather than simple converters. The company contributed structural engineering, channel knowledge and production planning to create a family of packs that could work across different retail environments.

The collaboration also shows how event packaging is evolving. Instead of relying on one standard multipack with temporary graphics, brands are developing coordinated format portfolios for specific occasions, consumer groups and sales channels. This approach allows packaging to support merchandising, gifting, online fulfilment and brand storytelling simultaneously.

As the 2026 World Cup approaches, Coca-Cola China’s paper-based range demonstrates how packaging can help convert sporting excitement into a more engaging purchase experience. By combining distinctive shapes, collectible features and channel-specific engineering, the project positions packaging as a central element of the campaign rather than a secondary promotional surface.