Astra, an associate of Think Plastic Brazil — a portfolio of solutions that supports the internationalization of the converted plastics sector in target markets, carried out through a partnership between ApexBrasil (the Brazilian Trade and Investment Promotion Agency) and the INP (Brazilian Plastics Institute) — was the winner in the Product Launch category at the 2nd edition of the Marketing Strategy Matcon Award, promoted by the Brazilian Marketing Foundation (FBM) in partnership with Anamaco Magazine.
The awards ceremony took place on July 29 in São Paulo and recognized companies that stood out for their creativity, strategy, and execution in the building materials sector.
The award-winning entry was the 3-in-1 Cushioned Toilet Seat, which combines three attributes valued by consumers in a single product: comfort, a soft-closing mechanism, and easy removal. Developed based on market research and engineering innovation, the launch involved multidisciplinary teams and a new in-house production line for strategic components. This approach reduced costs and lead times while ensuring greater quality control.
The promotional campaign engaged content creators aligned with the target audience and reached over 4 million views on social media, featuring demonstration videos and educational materials aimed at both end consumers and sales channels. At physical points of sale, the product was highlighted with promotional materials and exclusive displays, reinforcing its unique technical features in a clear and educational manner.
This marks the second consecutive year that Astra has been recognized at the event. In 2024, the company won awards in the Digital Marketing and ESG categories for its entries detailing a collaboration with artist Karol Stefanini and a partnership with the NGO Amigos do Bem.
“The 3-in-1 embodies our philosophy of innovation with purpose. It is a product conceived from actively listening to our consumers, and it delivers tangible benefits in usability, comfort, and practicality. This award recognizes the collective work of our teams and reaffirms Astra’s position as a benchmark in the sector,” says Ana Oliva Bologna, Chair of the Astra board.
Present in more than 35,000 points of sale in Brazil, Astra is the largest manufacturer of toilet seats in Latin America. The 3-in-1 Cushioned Toilet Seat was the company’s biggest launch in the last two years and, within its first month, surpassed the performance of any other item in the portfolio over the previous five years.
“The award is a recognition of the excellent work done by Astra and reinforces the importance of increasingly investing in marketing, design, innovation, and sustainability,” says Carlos Moreira, Brazilian Plastic Institute Executive Director & Think Plastic Brazil CPO.
About Think Plastic Brazil
Think Plastic Brazil started its activities with 38 companies and, over the last 20 years, has expanded its participation to more than 250 companies. During this period, the Portfolio promoted 4,773 participations of companies in the industry in 240 projects specifically for Trade Promotion, resulting in 64,366 meetings. The economic impact was significant, with more than US$1.247 billion in business generated and a total investment of US$12.338 million, achieving an impressive ROI of US$101.04 for every dollar invested.
For those interested in buying from Brazil and contacting Brazilian companies associated with Think Plastic Brazil directly, please contact cristina.sacramento@thinkplasticbrazil.com and daniela.ornelas@thinkplasticbrazil.com via email or visit the website (https://thinkplasticbrazil.com/en/home-en/). Think Plastic Brazil is a non-profit, non-commissioned organization that can facilitate your direct contact with Brazilian producers.
About INP
Founded in 1989, the Brazilian Plastic Institute – INP arises amid the process of globalization and the need to make the plastic market more competitive internationally. Its strength and representativeness are the results of the union of the Brazilian Processed Plastic and Recycling Industry (ABIPLAST), the Brazilian Association of the Chemical Industry (ABIQUIM), and the Union of Synthetic Resin Industries in the State of São Paulo (SIRESP).
As a sectoral technological body, the INP’s is to be the focal point for the entire plastics production chain in Brazil. To this end, the body maintains an extensive workforce qualification program, promotes access to the most modern technologies, especially for small and medium-sized companies, and develops Technical Standards so that products with better quality be manufactured.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) promotes Brazilian products and services abroad and attracts foreign investments to strategic industries of the Brazilian economy. To reach its goals, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, and visits by foreign buyers and influencers to learn about the Brazilian productive structure, among other business platforms that are also focused on strengthening “Brazil” as a brand.
The agency also acts in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for the development of the competitiveness of Brazilian companies and the country.
