Home Founded in 1977 in Gaspar-SC, Plasvale, member of Think Plastic Brazil, a portfolio of solutions for the converted plastic products sector in the internationalization process for target markets, carried out through a partnership between ApexBrasil (Brazilian Trade and Investment Promotion Agency) and the INP (Brazilian Plastic Institute). With a portfolio of more than two thousand products, present in several points of sale throughout Brazil and exporting to more than 30 countries, saw the need to reinvent. The company realized the need to modernize its image and adopt a lighter approach that is more connected to the current values of its consumers.
To achieve this, it created strategies on four fronts: rebranding, portfolio expansion, strategic partnerships and ESG.
The branding came with a new visual identity and a new positioning, marked by the slogan: “Fits into your life. Matches you”, reflecting the idea that its products fit perfectly into consumers’ daily lives. To expand its portfolio and reach other audiences, the company adopted new materials, such as glass and bamboo, and added features to existing products. Another successful bet by Plasvale was to license products from characters such as Transformers and My Little Pony, expanding its appeal.
In the area of ESG, the company has collaborated with the NGO Eco Local to reprocess plastic waste and launched the Plasvale Eco line, demonstrating environmental responsibility.
Learnings and results
The main challenge was ensuring that the new positioning appealed to both existing and new consumers. Market research and focus groups helped to fine-tune the strategies. Strengthening the water bottle and lunch box lines, in line with consumer trends, was a turning point. The results included sales growth, international expansion and greater brand recognition.
To achieve the brand repositioning goal, Plasvale invested in market research, made tactical adjustments as it received feedback during the process, and integrated ESG practices that helped manage resources and brought benefits to the company’s image.
“Plasvale’s success demonstrates that, by adapting to changes and embracing sustainability, companies can strengthen their position in the market and improve their brand image,” concludes Carlos Moreira, Brazilian Plastic Institute Executive Director & Think Plastic Brazil CPO.
About Think Plastic Brazil
Think Plastic Brazil began its activities with 38 companies and, over the last 20 years, has expanded its participation to more than 220 companies. During this period, the Portfolio promoted 4,773 participations by companies in the sector in 240 specifically Commercial Promotion projects, resulting in 64,366 meetings. The economic impact was significant, with over 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 joining the Portfolio, please contact Richard Assis via email at richard.assis@thinkplasticbrazil.com or visit the website thinkplasticbrazil.com
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its objectives, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand.
The Agency also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.
About INP
Founded in 1989, the Brazilian Plastics Institute (INP) emerged amid the process of globalization and the need to make the plastics market more competitive internationally. Its strength and representation are due to the union of the Brazilian Association of the Plastic Industry (ABIPLAST), the Brazilian Association of the Chemical Industry (ABIQUIM) and the Union of Synthetic Resin Industries in the State of São Paulo (SIRESP).
The objective of INP, as a sectoral technological entity, is to be the backbone of the entire plastic production chain in Brazil. To this end, the entity maintains an extensive workforce qualification program, promotes access to the most modern technologies, especially for small and medium-sized companies, and develops Technical Standards for the manufacture of better quality products.
