Mariana McQuattie launched value-price Naturella in 2002, using an approach so different it barely cannibalized share of the pricier Always brand. Naturella captured 15% of the Mexican market within months.
Naturella, among P&G's first brands to spring from a developing market, uses chamomile, a popular folk remedy in Mexico. It broke with category tradition by using bold packaging, and ads from Amazon Advertising, San Francisco, that tapped newly urbanized women's back-to-nature yearnings.
"I've been able to do really well relatively fast," says Ms. McQuattie, 29, who's now handling the Always brand in Latin America.