Smurfit Westrock, Coca-Cola Launch Paper-Based Packaging Solution
Paper Recycling | 2026-07-09 07:55:32
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.
By Paul Ploumis
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.
POLL
Which feature of Coca-Cola China's new World Cup packaging appeals to you the most?
Frequently Asked Questions
- Why did Smurfit Westrock partner with Coca-Cola China?
The companies collaborated to develop sustainable paper-based packaging for Coca-Cola China's 2026 FIFA World Cup campaign and capitalize on increased beverage demand during the tournament.
- What is the flagship packaging design introduced in the campaign?
The centerpiece is an eight-can (330ml) octagonal paper gift pack with space for a World Cup-themed souvenir.
- What other packaging formats were developed?
Smurfit Westrock also created a seven-mini-can octagonal pack, a basket-style carrier, and a dedicated e-commerce packaging solution.
