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Welcome to this week’s ThePackHub Innovation Zone World Cup Special snapshot.

ThePackHub collates 20 new packaging innovations each week and we have picked four recent examples with a World Cup influence for you to peruse below.

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#1 Brazilian spirit brand transforms into a vuvuzela to up football fans’ noise

Brazilian spirit brand Catuaba Selvagem has introduced special bottles for the FIFA World Cup. In a move that is a nod to a musical instrument synonymous with the World Cup in South Africa in 2010, the bottles turn into vuvuzelas. When the contents have been drunk, they simply fit a doser, unscrew the bottom and use to make as much noise as they can. The 200,000 limited edition is being distributed in 105 different points of sale across Brazil. The brand also made changes to its traditional label by adding cheerleaders and a football. Created by Belo Horizonte based Pro Brasil creative agency.

More info in The Innovation Zone.

#2 Noise-activated cups respond to cheering football fans

Anheuser Busch’s Budweiser brand has announced the launch of a cup that will help thirsty football fans enjoy this year’s FIFA World Cup. The first ever noise-activated cups light up as the environment around it gets louder during a game. So whether that is cheering or jeering the Red Light Cups will respond by lighting up. The cups are similar to another initiative from the US beer brand as reported in the Innovation Zone – Interactive beer cups light up when football teams scores where Bud Light cups lit up automatically (not voice activated) when a team scored at this year’s USA Superbowl. The Red Light Cup will be available with Budweiser packs at UK Asda outlets as well as via an on-pack competition.

More info in The Innovation Zone

#3 Special edition can range allows Coca Cola football fans to make some noise


Coca-Cola has launched a limited edition range of ‘fan packs’ in time for the FIFA World Cup complete with three distinctive special edition Coke cans. The kit is available exclusively at the beverage brand’s Brazilian virtual store and contains three 350 millilitre cans. The first is a ‘goal can’, which has a removable horn to help celebrate those crucial game changers. There is a also an ‘upside down can’, which has an inverted label and finally the ‘penalty can’ (zero sugar version), which has a special, more solid structure that does not crush like conventional beverage cans and is also reusable. Only 100 of the range is initially available.

More info in The Innovation Zone.

#4 Snack pack for tomatoes shapes up for the football

Schur Star Systems have introduced a new pack shape that ties in with the FIFA World Cup 2018 in Russia. The distinctive t-shirt design is being used by two Swiss vegetable marketers for the launch of their snack tomatoes.The Schur Star bag has been introduced to create a distinctive look to promote healthy snacking with fresh vegetables in a pack that links back to the biggest sporting event of the year. The Schur Star Shape is available in a multitude of different shapes. In this case, the vegetable marketers can quickly change bag design after the World Cup to other shapes such as star or a heart-shape should they wish.

More info in The Innovation Zone.



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Until next time. Happy innovating.

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