Pepsodent × FIFA WC26

Positioning Pepsodent as the defender of smiles during football’s greatest tournament.

With the FIFA World Cup 2026™ approaching, Pepsodent wanted to connect global football culture with its 90-year mission of defending smiles. The challenge was to design a limited-edition packaging system that celebrated the energy and unity of the world’s biggest tournament while remaining neutral - transcending teams, nations, and tournament outcomes.

The system also needed to work seamlessly across diverse markets including Indonesia, India, Bangladesh, Vietnam, the Middle East, Chile, Saudi Arabia, and France, and adapted across multiple formats - from toothpaste cartons and tubes to toothbrush packs.

Together, these everyday essentials were transformed into collectible FIFA moments.

Built around a single idea: Best Defender. In football, defenders are the team’s foundation - protecting the goal and enabling every attack. The concept reframes Pepsodent as the defender of smiles, drawing a clear parallel between football’s most vital role and the brand’s mission in oral health.

To express this idea, we developed a bold visual motif using FIFA’s iconic identity, while ensuring Pepsodent’s signature smile remained central to the system. The result is a visual language that feels authentically FIFA, unmistakably Pepsodent, and scalable across global markets.

The final Pepsodent × FIFA 2026 range delivers a bold, trophy-led design system engineered for global retail. A striking gold-and-white palette signals prestige and collectability, while a sculptural “26” motif references the FIFA World Cup trophy - transforming the tournament year into a distinctive visual asset.

Across cartons, tubes, and toothbrush packaging, the system creates strong shelf presence while maintaining clarity and consistency across markets. The Best Defender Edition positions Pepsodent not just as a sponsor of football’s biggest stage, but as its symbolic counterpart - protecting smiles around the world.