The special edition toilet paper, launched to commemorate the 2026 World Cup and developed in partnership with Valmet, is now available on supermarket shelves in Mexico. The complete cycle of this campaign—from the first draft to the manufacture of the steel roll for embossing the paper—was completed in nine weeks, made possible by pioneering laser engraving technology launched in 2025 by the Finnish multinational.

“Embossing is an extremely important factor in our clients' decisions about which products to launch on the market. The process can bring the following aspects: product differentiation and positioning, and marketing claims (image to align with packaging),” says José Maria Fucci, Sales and Service Manager at Valmet.

The project fulfilled the client's strategy of expanding its participation in the tissue segment in Mexico through a themed edition featuring the brand's mascot. "In this project, time was our biggest adversary. We were only able to achieve the client's objective because of our recording equipment," he adds.

Valmet's latest technology allows for production up to three times faster compared to the traditional method, as well as enabling direct laser engraving, providing greater freedom for reproducing complex visual elements with high precision.

The validation phase of the design applied to the paper was carried out at Valmet's Guarulhos (SP) unit. There, the client was able to observe the tests on the Pilot Line in person, and the final installation was also conducted by Valmet's own specialists.

The use of our pilot line gave the client the assurance that the new developments would be produced on an industrial scale with the expected quality and differentiation. The products presented a visual appearance above expectations and superior technical specifications," Fucci points out.

For the company, the project reinforces its position as a partner in converting marketing strategies into industrial solutions. "Embossing has ceased to be merely functional and has become an essential item for marketing and product positioning. We seek to understand the moment and culture of each market to bring solutions that help our clients achieve their business objectives through differentiation," he concludes.

By eliminating the need for acids and other chemicals, the direct engraving process also contributes to the sustainability goals of Valmet and its customers — an attribute that has gained increasing relevance in the tissue industry.