Smurfit Westrock has partnered with Coca-Cola China to develop a range of paper-based packaging for the brand's 2026 World Cup campaign, targeting both retail and e-commerce channels in China.

The packaging lineup includes an eight-can (330ml) gift pack with an octagonal structure designed for supermarket shelves, featuring space for a World Cup souvenir. Additional formats include an octagonal seven mini-can pack, a basket-style pack, and an e-commerce solution.

The designs were developed following a packaging workshop between Smurfit Westrock and Coca-Cola's channel team, with production coordinated across multiple sites.

Saverio Mayer, CEO of Smurfit Westrock EMEA & APAC, 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."

Chris Zhong, Retail Customer Marketing Manager at Coca-Cola China, 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."

Smurfit Westrock employs approximately 97,000 people across 40 countries. The company's stock trades on the New York Stock Exchange and London Stock Exchange.