Smurfit Westrock has teamed up with Coca-Cola China on a new portfolio of paper-based packaging for the drinks brand’s 2026 World Cup campaign.

In a statement, Smurfit Westrock said the new formats are intended for both retail and e-commerce distribution.

The range was created after a packaging workshop with Coca-Cola’s channel team. It includes an eight-can 330ml gift pack for supermarket display, with room for a World Cup souvenir.

Smurfit Westrock said the pack was designed with an octagonal structure to combine durability with efficient material use.

The company also produced several other formats for different sales channels, including a basket-style format and an e-commerce pack.

The work included material optimisation, adjustments to pack design and coordination of manufacturing across several sites.

The company added that industry data from the 2022 World Cup indicated stronger sales of soft drinks, snacks and ready-to-eat food during the tournament, as consumers bought more for home viewing and social events.

It also said purchases increased at venues, bars and restaurants.

Smurfit Westrock EMEA and APAC CEO Saverio Mayer said: “This partnership demonstrates how innovative, paper-based packaging can help brands maximise impact during this major sporting event.

“At Smurfit Westrock, we help our customers’ brands to stand out and connect with consumers when and where it matters most.”

Coca-Cola China retail customer marketing manager Chris Zhong said: “The World Cup is a key moment for connecting with consumers, and packaging plays an important role in that.

"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.”