AFTER THE BATH, YOU DESERVE A DISCOUNT.

Hours before the FIFA World Cup 2026 Final, an old photograph of Lionel Messi bathing a baby Lamine Yamal resurfaced and went viral worldwide. The image quickly became one of the biggest cultural moments surrounding the tournament, inspiring countless real-time marketing campaigns from brands across the globe.

As Bolivia's leading plastic household products manufacturer, Papelera Plásticos saw an opportunity to join the conversation using one of its own iconic products: plastic baby bathtubs.

However, we didn't want to simply recreate the viral image. We wanted to turn a global football moment into something culturally relevant and commercially meaningful for our brand.

Thousands of brands were already capitalizing on the viral photo to gain social media attention.

How could we participate in the trend without becoming just another opportunistic piece of content?

More importantly, how could we transform a global cultural moment into a real retail opportunity?

In Latin American football culture, there's a popular expression used whenever one team overwhelmingly defeats another:

"They gave them a bath."

It's a humorous way of saying a team completely outplayed its opponent.
And after taking a bath in a World Cup final... everyone deserves something to smile about.

AFTER THE BATH, YOU DESERVE A DISCOUNT.

We waited until the final whistle of the FIFA World Cup 2026.

Once the world champion was crowned, we launched a real-time campaign featuring one of Papelera Plásticos' plastic bathtubs.

Inside the bathtub, instead of a baby, we placed the jersey of the runner-up national team literally "taking a bath," accompanied by the message:

AFTER THE BATH, YOU DESERVE A DISCOUNT.

But we didn't stop at the joke.

We transformed the campaign into a retail activation.

Fans wearing the losing team's jersey were invited to visit Papelera Plásticos stores and claim an exclusive discount on selected products.