Suzano's Mimmo toilet paper brand launches campaign with film, social network activation and influencers; film will explore the brand's operations, cost-benefit ratio for Brazilian families with bear character Mimmo

Sample article from our Tissue & Hygiene

June 30, 2023 (press release) –

With a focus on caring for the family, the brand demonstrates the highest yield and best cost-benefit of the product through film and action on social networks

The Mimmo® toilet paper brand, the most present in Brazilian homes*, has just launched its campaign that features a film and activation on social networks with Lore Improta and a team of influencers. The campaign starts in June and will also feature actions on the brand's official Instagram profile (@ursinhomimmo), which aims to bring affection to homes through quality products that take care of the family and the pocketbook.

The film will explore, with the help of the bear character Mimmo®, the territory of the brand, focusing on the highest yield of the product, the result of quality raw material and the exclusive intelligent perforation ''cut here'', which indicates the ideal quantity for the use, and at the best cost-benefit ratio for Brazilian families. The campaign was developed by the agency MullenLowe Brasil in partnership with the production company Damasco Filmes.

           In addition to Lore Improta , the activation will feature other important influencers addressing affection for the family through awareness of higher yield and better cost-benefit decisions. “The care for the family and the family routine shown by the influencers, reflect our main message and together with our mascot teddy bear Mimmo®, through the film, reinforces why we are an excellent choice for Brazilian homes'', quotes Débora Bertolozzi, executive marketing manager at Suzano.

Mimmo® toilet paper is part of the brand portfolio of Suzano's Consumer Goods Unit, which has been operating in the consumer goods line since 2017. In addition to Mimmo®, the company has in its catalog brands such as Scala®, Max Pure® ,  the recently acquired Neve® and the licensees Scott Duramax® and Kleenex®.

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*In a survey conducted by NielsenQ and ABRAS in 2022

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