The Gift Waiting at Your Seat
How Famsy designed and delivered Coca-Cola’s
FIFA World Cup 26 Trophy Tour gift set — a fully curated, zero-waste kit for
fans who earned it.
Story
For Coca-Cola’s FIFA World Cup 26 Trophy Tour in Malaysia, the brand wanted to reward football fans in a way that felt truly special. Fans who purchased football tickets would find a premium gift set waiting at their seat when they entered the stadium — a moment of surprise and delight tied directly to the excitement of the World Cup. Coca-Cola’s brief was clear: the gift had to feel genuinely football, genuinely Coca-Cola, and genuinely useful. Not a box that ends up in the bin on the way out.
Challenge
The brief was ambitious on two fronts. The first was the design challenge: every item in the set had to be football-themed and on-brand — not a generic corporate gift with a logo sticker on it. Coca-Cola wanted each piece to feel like it belonged at a World Cup, something a fan would genuinely be proud to receive.
The second was the packaging challenge: absolutely no throwaway boxes. If the outer packaging couldn’t be used after the gift was unwrapped, it was off the table. Everything had to serve a purpose beyond the unboxing moment.
This was also a competitive pitch. Famsy had to win the brief before executing it — which meant presenting concepts compelling enough to stand out, while demonstrating that production and on-time delivery to the venue could be guaranteed.
Famsy Solution
Famsy started from a single question: what do football fans actually use? And what could double as premium packaging?
The answer was a shoe bag. A structured, zip-up bag that looks and feels premium — and that every fan could walk out of the stadium using. Famsy designed the inner compartment from scratch so each item sat
perfectly in its own place: a Coca-Cola thermal bottle topped with a custom football-shaped cap, a branded handheld mini fan, a Coca-Cola Polar Bear plushie in a football jersey, and a UV DTF sticker sheet filled with football-themed Coca-Cola designs. Every item purposeful. Every item keepable.
Every design element — from the football topper on the bottle to the Polar Bear’s jersey — was developed by Famsy’s in-house design team, incorporating AI-assisted concept work before being translated into manufactured products. Coca-Cola shared their campaign direction; Famsy handled concept development, production, quality inspection, and delivery of the complete kits, ready to be placed at seats before fans arrived.
Wow factor
Every fan who walked into the stadium and found the kit at their seat received five cohesive, football-themed items that looked like they had been designed by Coca-Cola’s own creative team because Famsy made it that way. Each kit arrived inspected and complete, placed and ready for the moment fans took their seats.
The shoe bag didn’t just solve the zero-waste brief — it became the gift itself. Fans walked out of the stadium carrying it. The packaging was the product. That’s the kind of thinking that wins pitches, delights
recipients, and gets remembered long after the final whistle.
Coca-Cola had the vision for how to reward their fans. Famsy had the expertise to bring every piece of it to life.
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