P&G rolls out Tess sanitary brand in Venezuela

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CARACAS--Procter & Gamble Co. has launched an ultra-slim version of its Tess sanitary napkin brand to boost its dominant share in the country's feminine-hygiene sector.

Ultra-slim napkins, currently representing less than a fifth of Venezuela's feminine-hygiene market, are becoming increasingly popular,according to Jimena Mendoza, P&G's feminine protection category manager. P&G's existing Always brand is a leader in the sector.

A $750,000 campaign, through Ars/DMB&B, highlights how Tess' Absorsec technology can offer quicker and more efficient absorbency. The campaign includes nationwide sampling and promotions at the point of sale.

Copyright January 2000, Crain Communications Inc.

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