P&G EXECS BRAVE MEXICO CITY'S SMOG-FILLED STREETS

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MEXICO CITY -- Procter & Gamble Co. executives in Mexico have been thrown intothe capital's notoriously polluted streets this week. But this didn't have anything to do with the recent layoffs at the household giant, but instead for a promotion for the Pantene Pro V brand.

Leading the street assault by the haircare's marketing executives was Alejandro Galindo,a corporate director. He organized the positioning of the executives at streetcorners distributing samples of Pantene Pro V.

"This is our most important launch campaign for the first semester, so we decided tocelebrate it in a way never seen before," said Dolores Martin, head of the company'sBeauty Care Latinamerica North unit. "We are the first company in which the executiveteam joins its marketing force to strengthen our leadership in the shampoo segment."

Copyright March 2001, Crain Communications Inc.

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