Source: DIELINE
The FIFA World Cup 2026™ gives brands the opportunity to reach fans around the world. Packaging helps by turning products into collectibles, creating excitement, and encouraging people to share on social media.
Brands across the snacks, drinks, and personal care industries are reimagining how their packaging looks on shelves and during big moments, like the World Cup. Cue the stadium lights and the pre-match tension, here is how leading brands are stepping onto the pitch and completely stealing the show.
Snacks and Food Built for Sharing and Collecting
Food plays a big role in the World Cup experience. Whether fans are at a watch party or relaxing at home, snack products help set the mood. As a result, brands are designing packaging that feels social, easy to share, and fun to collect. The goal is to make everyday snacks something fans want to talk about and share.
Lay’s
Lay’s is leaning into watch party culture with its global “No Lay’s, No Game” campaign. The brand’s packaging matches how fans enjoy the games. For 2026, Lay’s will have country-inspired designs and team-themed flavors. Each pack also includes promotions and digital features to get fans involved.
Lay’s is also releasing 40 limited-edition flavors inspired by cuisines from around the world. Three of these will be available in the United States, with the rest launching globally. Each bag becomes a collectible that fans are eager to try and share.
Heinz x Heineken
Source: DesignRush
Heinz and Heineken are taking a simple but clever approach. Their limited-edition pack brings together five Heineken beers and one bottle of Heinz ketchup. This reflects real behavior at watch parties. Fans are already pairing beer with food, so this packaging just makes that connection visible and easy to grab.
Kellanova
Source: PR Newswire
Kellanova has rolled out World Cup packaging across several of its brands, including Pringles, Cheez-It, Pop-Tarts, and Rice Krispies. These package designs feature team graphics, playful styles, and limited-edition flavors. Many packs include QR codes for sweepstakes and digital experiences. By introducing new features and flavors for the World Cup, Kellanova products stand out on shelves and encourage fans to try their products.
Beverage and Alcohol Designed to be Interactive and Collectible
Beverage brands are using packaging to build stronger connections with fans. Many are mixing bold designs with digital features to make products interactive. Others are focusing on premium, collectible packaging that fans want to keep. These strategies help brands stay top of mind during the tournament.
Michelob ULTRA
Source: Anheuser-Busch
Michelob ULTRA shows off its national pride with its “U.S. Soccer Jersey Pack.” The packaging displays bold red and white stripes, just like the U.S. team’s uniform. Fans can also scan the pack for a chance to win tickets, making the experience even more fun and interactive.
Budweiser
Source: ABInBev
Budweiser is celebrating 40 years as a World Cup sponsor with collectible packaging. There are 11 designs, each representing a tournament from 1986 to 2026. Each pack links to digital content with QR codes, so the experience goes beyond the product.
Coors
Source: Coors
Coors is taking a playful, fan-focused approach. Its limited-edition Tallerboy, part of the “Coooors Call” campaign, is an oversized can that doubles as a cooler for three 12-oz cans. It sold out quickly, showing strong demand and excitement. While this isn’t traditional packaging, it turns a regular beer into something fans want to talk about and share.
Taittinger
Source: Taittinger
Taittinger Champagne highlights elegance and global unity. This limited-edition bottle features a holographic label with the three host countries: the United States, Mexico, and Canada. The design feels premium and celebrates the tournament’s international spirit.
Don Julio
Source: Don Julio
Don Julio 1942’s FIFA World Cup 2026™ edition is going for an elevated and elegant look. This limited-edition bottle has a gold finish inspired by the World Cup trophy. The design feels like a display piece, not just a drink, giving the product lasting value even after it’s opened.
Clase Azul
Source: Clase Azul
Clase Azul sets a new standard with its “Spirit of Champions” edition. The handcrafted decanter has a smooth white finish and gold accents that suggest movement and unity. The design highlights craftsmanship and turns the bottle into a collectible art piece. Digital registration adds a modern touch.
Coca-Cola
Source: Coca-Cola
Coca-Cola blends a global and personal approach. The brand has released collectible bottles and cans for each participating country, featuring national colors and team-inspired graphics. QR codes unlock digital content and contests, and new releases keep fans collecting. Sometimes, Coca-Cola includes stickers inside the packaging for a fun surprise, making the experience feel like a game.
Yerba Madre
Source: Forbes
Yerba Madre is planning to use the 2026 World Cup to put yerba mate on the map. The brand is focusing on culture and tradition by highlighting the strong connection between soccer and yerba mate in South America. Its packaging remains simple and consistent, helping the brand feel authentic and true to its roots.
Personal Care
Personal care brands are taking a bigger approach with their World Cup packaging. Instead of updating just one product, they’re refreshing entire portfolios. Packaging is now part of larger campaigns that include retail, social media, and in-store experiences. This helps brands stay visible and relevant during the tournament.
Unilever
Source: Dove
Unilever is going big as an official sponsor. It is launching about 180 limited-edition products across more than 35 brands. Packaging connects with in-store displays, social media, and creator campaigns to create a unified experience across many categories.
Dr. Squatch
Source: Dr. Squatch
Dr. Squatch’s special edition Golden Glory bar soap brings the FIFA World Cup 2026™ straight to your shower. Its packaging features bold graphics and storytelling that appeal to younger fans. This approach makes daily routines feel connected to the event and encourages fans to share.
Why Packaging Matters More Than Ever
The 2026 FIFA World Cup reaches billions of people. Packaging is one of the most direct ways to connect with these fans. It appears at home, at watch parties, and all over social media.
Great packaging can spark impulse buys and build emotional connections. It can turn an ordinary product into a lasting brand asset.
Key Packaging Trends for 2026
Trends are shaping how brands design packaging for the world stage. Many now view packaging as a collectible opportunity. Limited-edition, themed, and premium-finish product releases encourage fans and collectors to seek out these items.
Packaging is also becoming an experience. QR codes, contests, and digital content make each pack interactive and engaging.
Cultural relevance matters more than generic branding with the best designs reflecting how fans watch, celebrate, and connect with the game.
Bring Your Next Activation to Life
The FIFA World Cup 2026™ highlights the power of combining packaging, storytelling, and strategy. Brands that get creative can turn packaging into a powerful marketing tool.
At Paramount Global, we help companies create packaging that stands out and connects with people. Whether it’s a limited-edition launch or a full product redesign, we bring ideas to life with purpose and impact.
If you’re planning your next campaign or partnership, now is the time to get started. Contact us today to begin building packaging that connects with consumers and delivers results.
