Smurfit Westrock collaborated with Coca-Cola China to develop a series of inventive paper-based packaging options for the brand’s 2026 World Cup campaign, planned to offer standout influence across both e-commerce and retail channels.
The partnership comes as universal sporting occurrences like the World Cup continue to influence considerable spikes in customer spending. Industry information represents major rises in sales of snacks and soft drinks through the 2022 World Cup, as observers stocked up for at-home examining and social meetings. There were also substantial raises in purchases of ready-to-eat foods, soft drinks, and snacks at venues, bars, and restaurants through the tournament, as billions of soccer fans were involved with matches globally.
Against this background, the Smurfit Westrock - Coca-Cola collaboration shows how sustainable packaging can play a major role in meeting these high-demand instances by increasing visibility, improving the customer's experience, and backing omni-channel retail plans.
Established following a packaging workshop offered with Coca-Cola’s channel team, the options capture the energy and anticipation of the World Cup alongside fulfilling the rational demands of innovative retail. A major highlight is an eight-can (330ml) gift pack generated for supermarket shelves and starring space for a World Cup memento. Smurfit Westrock manufactured a distinctive octagonal formation, mixing bold patterns with strength and effectiveness.
Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC, expressed: “This collaboration shows how modern, paper-based packaging can support brands to maximize impact through this major sporting event. At Smurfit Westrock, we support our buyers’ brands to stand out and link with customers when and where it matters most.”
In addition to the lead gift pack, Smurfit Westrock acquired a variety of formats designed for various channels and events, comprising an octagonal seven-mini-can pack, a basket-style pack, and e-commerce options.
During the project, the teams functioned closely to balance creativity with efficacy via optimising resources, refining structures, and positioning production across several sites.
Chris Zhong, Retail Customer Marketing Manager, Coca-Cola China, expressed: “The World Cup is a major moment for linking with customers, and packaging plays a crucial role in that. Working with Smurfit Westrock, we’ve generated options that not only stand out on the shelf but also offer an exclusive experience for customers wherever they shop.”
The planned partnership of Smurfit Westrock is to introduce paper-based packaging that can be easily customized according to the requirements. This packaging has the capacity to stand out among other market competitors, which has fuelled the expansion of this packaging sector. The increasing demand for customized and innovative packaging in various sectors has raised the demand for such packaging industries. The company has developed a wide range of customizable packages that have appealed to a huge consumer base, which requires huge production. It supports delivering a unique experience to the consumers and develops its acceptance in a wide range of industries.
The paper packaging materials market is forecasted to expand from USD 447.55 billion in 2026 to USD 662.25 billion by 2035, growing at a CAGR of 4.45% from 2026 to 2035.The increasing concern towards ecological issues has fuelled the adoption of paper packaging in a wide range of industries. The rising e-commerce sector has raised the demand for such packaging. These are the cost-effective, sustainable, and biodegradable packaging options that protect products from damage while being transported over longer distances. The rising shift towards sustainable packaging has raised the demand for this packaging innovation and boosted the production process. The integration of digital advancement in this industry has also pushed the growth of the adoption of this packaging.
The beverage packaging market is projected to grow from USD 176.57 billion in 2026 to USD 275.09 billion by 2035, at a CAGR of 5.05%.
The increasing consumption and introduction of a wide range of drinks in the beverage industry have pushed the demand for enhanced packaging. The increasing concern towards leakage and quality degradation has prompted the packaging sector to develop advanced packaging for beverages. These are eco-friendly and sustainable packaging options, as beverages are generally packed in glass bottles or aluminum cans. The incorporation of smart technology that supports monitoring the quality of the beverages while transporting and storing them for a longer period. There is a huge demand for transparent and minimalist designs that make the beverages visible and confirm their integrity.
Smurfit Westrock is a universal sustainable packaging giant shaped by the fusion of Smurfit Kappa and WestRock. With more than 100,000 employees and functions across 40 countries, the company creates nearly $34 billion in annual revenue, producing renewable and completely recyclable paper-based packaging for companies present globally. It is a top worldwide provider of paper-based packaging options, with nearly 97,000 employees across 40 countries.
27 July 2026
27 July 2026
27 July 2026
27 July 2026