Pants diapers segment already accounts for half of the Northeastern market and leads category growth in Brazil
Bracell Papéis is launching in Brazil’s Northeast a campaign for Fofura Shortinho, the brand’s new pants diapers, leveraging regionalized communication to accelerate its presence in one of the fastest-growing segments in the Brazilian market. The initiative marks the company’s entry into the “pull-up” diaper segment, which continues to expand in the region and already represents around 50% of the entire Northeastern market. This move is further supported by the fact that the Northeast accounts for 55% of all pants diaper volume sold in Brazil.
As a result, Bracell Papéis — already among market leaders with the Fofura Baby brand — now also operates in the pants segment. “The launch of Fofura Shortinho is a strategic move to keep pace with market evolution and expand our relevance in the Northeast. We identified a clear shift in consumer behavior and imported cutting-edge Japanese technology to meet this new demand, offering a diaper that delivers high performance and comfort,” says Jonas Naranjo, Commercial Director and Head of Marketing at Bracell Papéis, the tissue and diaper division of Bracell, one of the global leaders in dissolving pulp production.
Four months after its launch, Fofura Shortinho reached 3rd place in the Cash & Carry channel and 8th place in the overall Northeastern ranking, among more than 40 active brands in the category. To sustain this performance, Bracell Papéis is now rolling out a campaign connected to Northeastern culture, using jingles across different musical styles: axé, forró, and a children’s version.
“The Northeast has a unique relationship with music, and we used that as the central element of the campaign to strengthen our proximity and connection with consumers,” Jonas adds. The campaign will be present on major audio platforms such as Spotify and local radio stations, as well as through activations with digital influencers, co-created content with consumers, and out-of-home media and sound trucks in the capitals Salvador, Recife, and Fortaleza. The brand will also produce a collaborative music video built from videos submitted by consumers and employees, reinforcing its emotional connection with the audience.
