2026 World Cup: Valmet and Mexican paper manufacturer launch exclusive product

The special-edition toilet paper, launched to celebrate the 2026 World Cup and developed in partnership with Valmet, is already available on supermarket shelves in Mexico.

The entire project cycle — from the initial sketch to the production of the steel roll used to emboss the paper — was completed in nine weeks, made possible by the 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.

Test center

The validation phase of the design applied to the paper was carried out at Valmet's facility in Guarulhos, São Paulo. The customer was able to attend the tests on the pilot line in person, while the final installation was also carried out by Valmet 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 Valmet, the project reinforces its positioning as a partner capable of transforming marketing strategies into industrial solutions.

“Embossing is no longer only a functional element; it has become an essential tool for marketing and product positioning. We aim to understand the specific context and culture of each market in order to provide solutions that help our customers achieve their business objectives through differentiation” Fucci concludes.

Sustainability and market positioning

By eliminating the need for acids and other chemicals, the direct engraving process also supports the sustainability targets of Valmet and its customers — an attribute that is becoming increasingly important in the tissue industry.