With the concept “Even the Neves prefer it”, Supra highlights softness, comfort, and quality as attributes that set a new standard in the segment
Supra, the premium toilet paper from Bracell Papéis, has launched a new campaign to highlight its key differentiators: softness, comfort, and strength. This launch follows the company’s rapid growth, having secured a 5% market share in São Paulo within just one year. Created by the Peralta agency, the campaign takes a bold approach with the concept “Even the Neves prefer it”, emphasizing the product’s innovation and quality, positioning it as a new benchmark of excellence in the market.
For Eduardo M. Aron, General Director of Bracell Papéis, the campaign marks another step in consolidating the brand in the sector. “Supra entered the market with an innovative proposition, and now we’re taking it a step further with a campaign that creatively conveys the product’s unique qualities. Our goal is to reinforce the brand’s positioning and encourage consumers to try it, demonstrating that innovation and care go hand in hand,” he emphasizes.
The strategy is based on the recognition that Brazilian consumers have traditionally associated quality in this category with a single well-established brand. To challenge this perception in a lighthearted and fun way, Peralta developed the “Even the Neves prefer it” concept, playing with the leading reference in the category to highlight that Supra offers a new premium toilet paper experience.
In the main commercial, real people with the last name Neves were invited to try Supra, with their spontaneous reactions captured on camera, showcasing the product’s superior softness and quality. “Our challenge was to turn an everyday product into a conversation starter and highlight its unique features in a memorable way. In collaboration with Peralta, we chose a campaign that uses humor and spontaneity to create a strong connection with the audience, reinforcing that there is indeed room for innovation in this segment,” says Jonas Naranjo, Head of Marketing at Bracell Papéis.
Beyond the film, the campaign unfolds into a multichannel strategy, featuring influencers who also share the Neves surname, along with activations in various digital and traditional formats. This approach expands the campaign’s reach and encourages consumers to experience the product for themselves. “We are the only manufacturer in Brazil among the world’s top five toilet paper producers, and with Supra, we are taking another step forward by leveraging cutting-edge technologies for the market. The brand is here to elevate the category’s standard, and this campaign reinforces our commitment to offering innovative products that truly make a difference for consumers,” adds Aron.
With this campaign, Bracell Papéis aims to establish Supra as a leading reference in the premium segment, combining technology, innovation, and a touch of irreverence to connect authentically with consumers.
