Smurfit Westrock develops paper-based World Cup packaging solutions for Coca-Cola China
New portfolio includes supermarket, convenience and e-commerce formats designed to enhance shelf appeal, improve the consumer experience and support omni-channel retail strategies
Smurfit Westrock has partnered with Coca-Cola China to develop a range of paper-based packaging solutions for the brand’s World Cup product lineup, aiming to increase visibility and engage consumers across multiple retail channels.
According to Smurfit Westrock, data from NielsenIQ and Forbes indicate that major sporting events such as the World Cup drive higher consumer spending, particularly on ready-to-eat foods, snacks and soft drinks, both for home consumption and in bars, restaurants and event venues.
To capitalize on this opportunity, Smurfit Westrock worked closely with Coca-Cola China’s channel team through a dedicated packaging workshop. The collaboration resulted in the creation of a flagship eight-can gift pack for supermarkets, featuring a compartment designed to hold a World Cup souvenir. The octagonal structure combines eye-catching design with durability and production efficiency.
The project also includes an octagonal pack for seven mini cans, a basket-style carrier and a dedicated e-commerce packaging solution. Throughout the development process, both companies focused on optimizing material use, refining packaging structures and coordinating production across multiple manufacturing sites.
The new packaging portfolio is designed to meet the specific requirements of different retail channels while capturing the excitement surrounding the World Cup. Smurfit Westrock also aims to demonstrate how sustainable, paper-based packaging can strengthen brand visibility, enhance the consumer experience and support omni-channel retail strategies during high-demand periods.
“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.”
