Smurfit Westrock, Coca-Cola Join Hands to Launch New Paper-Based Packaging
Paper Recycling | 2026-07-09 23:54:22 | By Paul Ploumis
The company also created additional packaging options like a seven-mini-can octagonal pack, a basket-style carrier, and a dedicated e-commerce packaging solution.
SEATTLE (Scrap Monster): Packaging giant Smurfit Westrock has joined hands with Coca-Cola China to introduce a new range of paper-based packaging solutions for the brand's 2026 FIFA World Cup campaign. The collaboration is designed to capitalize on the surge in food and beverage purchases typically seen during major international sporting events.
As part of the campaign, Smurfit Westrock developed several customized packaging formats to improve product visibility while supporting sustainable packaging goals. The prominent among them is an eight-can (330ml) paper gift pack featuring an octagonal design with space for a World Cup-themed souvenir.
The company also created additional packaging options like a seven-mini-can octagonal pack, a basket-style carrier, and a dedicated e-commerce packaging solution.
The packaging concepts were developed after a collaborative workshop between Smurfit Westrock and Coca-Cola China's retail marketing team.
Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC, said the partnership noted that the innovative paper-based packaging will help in strengthening the brand’s consumer connections, in addition to increasing shelf impact. Meanwhile, Chris Zhong, Retail Customer Marketing Manager at Coca-Cola China, said the new packaging has been designed to enhance the shopping experience while promoting reusability and sustainability.