×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

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%).
In this article:
Most Popular