Coca-Cola (KO) Unveils a World Cup Strategy That Goes Beyond the Beverage

Coca-Cola (KO) is using World Cup-focused packaging to extend its brand beyond beverages, with Smurfit Westrock partnering to launch paper-based solutions in China. The collaboration, announced July 7, supports Coca-Cola’s 2026 World Cup campaign and was developed with the company’s channel team for modern retail engagement. The range includes an eight-can gift pack with space for a World Cup-themed collectible, plus additional formats for supermarkets, e-commerce, and convenience stores. The effort follows an earlier June 8 move into fashion and lifestyle through a partnership with Carre, Culture Kings’ private-label streetwear brand. That football-inspired collection features jerseys, graphic T-shirts, caps, and track sets. Coca-Cola, founded in 1892 and headquartered in Atlanta, manufactures and distributes beverage concentrates, syrups, and finished drinks globally, with distribution across more than 200 countries and territories.