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Unilever launches Snuggle in Mexico

By Published on .

[mexico city] Unilever is entering the $250 million fabric-softener market this month in Mexico, the world's third-largest, with the launch of Snuggle, backed by a TV, magazine and outdoor campaign by Interpublic's Lowe, Snuggle's global agency, and promotions from local agency MPI (see related story, P. 6). The launch kicked off with kids in teddy bear costumes who hugged passersby on the street and appeared on TV. Mexico's fabric-softener market is dominated by Colgate-Palmolive Co.'s Suavitel (60%), local brand Ensueno (20%) and Procter & Gamble Co.'s Downy (15%).
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