Icon of Brazilian advertising returns in the new Absoluto paper towels campaign
Few figures in Brazilian advertising have become part of the collective imagination like Carlos Moreno, who for 35 years built a direct association with cleaning and household products. Tapping into Brazilians’ emotional memory and the nostalgia of 1990s advertising, Absoluto paper towels — part of the Bracell Papéis portfolio — have brought the actor back to advertising to highlight the superior performance of its “Maximum Performance” version, as well as its strength and multifunctionality in everyday household use.
“Absoluto Maximum Performance is designed to strengthen the use of the category in consumers’ daily routines. With a paper towel that is twice as strong, it makes everyday tasks more practical and efficient. To spark reflection on the value this product delivers in people’s daily lives, no one could be better than Carlos Moreno: a face that carries decades of credibility in the cleaning category and reinforces the trust we want to convey about the product’s quality,” says Jonas Naranjo, Head of Marketing and Commercial Director at Bracell Papéis.
For Carlos Moreno, “being able to return to the studio environment, a place I love, is very rewarding—especially with such fun scripts and impeccable production.”
Developed by the Peralta agency, the campaign draws on the classic humor of 1990s commercials and uses direct comparisons with competitors, especially regarding strength, as well as with everyday alternatives commonly used by Brazilians, such as traditional cleaning cloths. “There’s an entire generation that learned to trust cleaning products by watching Carlos Moreno on TV. We wanted to bring back that cultural code, but put it at the service of a current conversation: to show, in a simple and direct way, that real performance changes routines and the actual cost of use,” adds Alexandre Peralta, CEO of Peralta.
“Consumers often make decisions based solely on the price on the shelf, when in practice product performance can directly impact the real cost of use. In this context, we sought to translate the different possibilities of using paper towels—from cleaning surfaces and appliances to small everyday tasks—reinforcing that, in the case of our product, greater strength means you can actually do more with less paper,” Naranjo emphasizes.
Made from 100% high-quality cellulose and with higher grammage, Absoluto Maximum Performance offers twice the strength of the average of leading competitors—a difference verified through certification using a methodology validated by Inmetro.
