P&G unwraps Mexican campaign for Always

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MEXICO CITY--Noble D'Arcy's Mexico City office has launched a new multi-platform campaign for Procter & Gamble Co.'s Always line of feminine towels with outdoor board, magazine, TV and radio spots, and product giveaways. The campaign's message focuses on how Always can help reduce "accidents'' by 30%. The spots feature various types of accidents such as dripping food on a clean white shirt or sitting on a recently painted park bench. The giveaway promotion consists of young men and women dressed in yellow, fire fighter-style uniforms handing out product samples at malls, supermarkets, bars and nightclubs.

Copyright July 2000, Crain Communications Inc.

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