DUBLIN & NEW YORK--(BUSINESS WIRE)--Jul 7, 2026--
Smurfit Westrock partnered with Coca-Cola China to launch a series of innovative paper-based packaging solutions for the brand’s 2026 World Cup campaign, designed to deliver standout impact across both retail and e-commerce channels.
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The collaboration comes as global sporting events like the World Cup continue to drive significant spikes in consumer spending. Industry data shows major increases in sales of snacks and soft drinks during the 2022 World Cup 1, as viewers stocked up for at-home viewing and social gatherings. There were also significant increases in purchases of soft drinks, snacks and ready-to-eat foods at venues, bars and restaurants during the tournament, as billions of soccer fans engaged with matches worldwide.
Against this backdrop, the Smurfit Westrock - Coca-Cola partnership demonstrates how sustainable packaging can play a central role in capturing these high-demand moments by boosting visibility, enhancing the consumer experience, and supporting omni-channel retail strategies.
Developed following a dedicated packaging workshop with Coca-Cola’s channel team, the solutions capture the energy and excitement of the World Cup alongside meeting the practical demands of modern retail. A key highlight is an eight-can (330ml) gift pack created for supermarket shelves and featuring space for a World Cup souvenir. Smurfit Westrock engineered a distinctive octagonal structure, combining bold design with strength and efficiency.
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.”
In addition to the flagship gift pack, Smurfit Westrock developed a range of formats tailored to different channels and occasions, including an octagonal seven mini-can pack, a basket-style pack, and an e-commerce solution.
Throughout the project, the teams worked closely to balance creativity with efficiency through optimising materials, refining structures, and aligning production across multiple sites.
Chris Zhong, Retail Customer Marketing Manager, Coca-Cola China added: “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.”
About Smurfit Westrock
Smurfit Westrock is a leading global provider of paper-based packaging solutions, with approximately 97,000 employees across 40 countries.
www.smurfitwestrock.com
1https://nielseniq.com/global/en/insights/analysis/2022/world-cup-2022-fmcg-trends-to-watch/ and https://www.forbes.com/sites/valentinadidonato/2026/05/24/world-cup-campaigns-the-ultimate-influencer-on-what-we-eat-wear-and-where-we-travel/
Smurfit Westrock has partnered with Coca-Cola China to launch a series of innovative paper-based packaging solutions for the brand’s 2026 World Cup campaign
DAMASCUS, Syria (AP) — Explosions rocked Damascus on Tuesday as France’s president met with his Syrian counterpart in a landmark visit, wounding at least 18 people, Syria's Interior Ministry said.
Emmanuel Macron was inside the presidential palace when the explosions happened, and Macron’s office said he was safe and that the meeting with Syrian President Ahmad al-Sharaa continued.
“Nothing can smother the aspiration of Syrian women and men to live in a fully sovereign, safe, pluralistic, and united Syria,” Macron said in a post on X hours after the deadly explosions. “This morning I met Syria in all its diversity. I saw dignity, courage and determination.”
A large plume of smoke could be seen from the site of the explosion near the Four Seasons Hotel, where Syrian media reported Macron was staying. Footage widely circulated on social media showed a van and a motorcycle on fire and blood stains on the street in the area on a busy street near the headquarters of the Tourism Ministry and the Damascus National Museum.
The explosions represent a challenge to al-Sharaa, who came to power after leading an insurgency that ousted Bashar Assad in 2024 and ending the country’s 14-year uprising turned-civil war. Assad's dynasty ruled Syria with an iron fist for half a century.
Al-Sharaa has since pushed to assert full control over and bring stability to war-torn Syria, appeal to minorities skeptical of his Islamist-led rule, and win the support of Western governments who were concerned about his past leadership of the formerly al-Qaeda-linked Hayat Tahrir al-Sham group. His government has promised political and economic reform after decades of autocratic rule.
Macron is the first major Western leader to visit Syria since al-Sharaa came to power and his visit comes before he is set to head to Ankara, Turkey later Tuesday for a NATO summit. Macron also plans to hold a joint news conference with his Syrian counterpart. The official spoke on condition of anonymity to discuss Macron’s whereabouts and security.
The French head of state played a major role in pushing Europe and the United States to drop most sanctions on Syria. He arrived in the country Monday night with an economic delegation, and is scheduled to sign memorandums of understanding with his counterpart as the battered country tries to lure investors to help it rebuild after 14 years of war.
The Interior Ministry in a statement reported by Syrian state media said that the two blasts in the heart of the capital were caused by explosive devices, one placed in a garbage bin and the other in a parked car. It added that four of the wounded were police officers, and no deaths were immediately reported.
An investigation is currently taking place at the scene of the attack. No group immediately claimed responsibility.
Macron arrived in the country Monday night with an economic delegation, and is scheduled to sign memorandums of understanding with his counterpart as the battered country tries to lure investors to help it rebuild after the war.
The incident comes days after an explosive device was detonated in a cafe near the Justice Palace in Damascus, killing at least 10 people and wounding more than 20.
While Syria’s new rulers have wrestled with violence involving different groups in the country as they work to assert control, the capital has largely been peaceful during the turbulent period.
The conflict in Syria killed nearly half a million people and displaced millions. Syria’s infrastructure lies in ruins, and while other nations and businesses have made large investment pledges, the country still needs hundreds of billions of dollars to rebuild and lift millions out of poverty.
Before arriving at the presidential palace, Macron met with members of Syrian civil society, though his office did not give details on who.
Chehayeb reported from Beirut. Associated Press writers John Leicester and Sylvie Corbet contributed to this report from Paris.
Onlookers and journalists watch from a bridge toward the area near the Four Seasons Hotel after two explosions rocked the site earlier while Syrian President Ahmad al-Sharaa was meeting French President Emmanuel Macron at the presidential palace in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Omar Sanadiki)
Syrian security forces block the area near the Four Seasons Hotel after two explosions rocked the site earlier while Syrian President Ahmad al-Sharaa was meeting French President Emmanuel Macron at the presidential palace in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Omar Sanadiki)
Syrian President Ahmad al-Sharaa, center, shakes hands with Gen. Vincent Giraud, Macron's Chief of Staff, as French President Emmanuel Macron, right, as they meet in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Omar Albam)(AP Photo/Ghaith Alsayed)
Syrian President Ahmad al-Sharaa, right, meets French President Emmanuel Macron at the presidential palace in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Ghaith Alsayed)
Syrian President Ahmad al-Sharaa meets French President Emmanuel Macron at the presidential palace in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Ghaith Alsayed)
Syrian President Ahmad al-Sharaa, right, meets French President Emmanuel Macron at the presidential palace in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Ghaith Alsayed)
Syrian President Ahmad al-Sharaa, right, meets French President Emmanuel Macron at the presidential palace in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Ghaith Alsayed)
Syrian President Ahmad al-Sharaa, right, meets French President Emmanuel Macron at the presidential palace in Damascus, Syria, Tuesday, July 7, 2026. (AP Photo/Ghaith Alsayed)
