Report® Paper, Suzano's brand that combines quality and versatility with a commitment to sustainability, is launching a special edition inspired by the strength and passion of Brazilian fans. With the concept "the role of the Brazilian fan," this new product creatively connects product, culture, and behavior by translating the country's energy and identity. The initiative reinforces the brand's presence in people's daily lives and expands its connection with consumers at points of sale.
In the land of football, fans bring people together and transform every moment into a collective experience. This spirit defines the special edition of Report® Paper, inviting consumers to use paper as a form of expression, whether to record ideas, create, share, or give shape to cultural manifestations.
Inspired by the Brazilian Core movement, a trend that revives and updates Brazilian aesthetics in the current landscape, the special packaging comes to life through a collaboration with Rio-born illustrator Paula Cruz. She is internationally recognized for her work with major brands and for her involvement in projects related to the world of football. With a strong focus on valuing Brazilian visual narratives, the artist has built a repertoire that explores the country's colors, symbols, and cultural expressions, now translated into the identity of Report® Paper.
“Being part of this project feels like a victory! Combining art, illustration, and design in a work that values and celebrates Brazilian identity is truly unique. Add to that the fact that the project itself is the commemorative packaging creation for one of the products that has most accompanied my journey, that has been the support for so many ideas I've envisioned in life: Report® paper. It's as if all the stars aligned at the same moment. Simply magical,” stated Paula Cruz, the project's illustrator.
This connection between culture, creativity, and product guides the entire initiative, from packaging design to consumer activations. “This movement reinforces our strategy to position Report® as a Brazilian brand, part of a company with over 100 years of history, connected to the cultural moment and to consumer conversations. By working with the concept of the Brazilian fan's role, we expand the product's meaning and strengthen its relevance not only at the point of sale but also in how people interact with paper in their daily lives and with the pride of being Brazilian,” said Guilherme Dabdab, Suzano's Executive Manager of Strategy and Marketing.
The launch is now available on the shelves of stationery stores and retail chains across Brazil, accompanied by an integrated communication strategy that includes digital actions, in-store activations, and the distribution of exclusive materials. Among these is a sticker sheet inspired by the campaign's visual identity, which reinforces the invitation to create and expands interaction with consumers and stationery stores, contributing to product experimentation and its visibility on the shelf.