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.