| P&G's Creating a Brand: Procter & Gamble’s Naturella |
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The Challenge
Launch a major feminine protection brand for the lower-income woman in Latin America without cannibalizing P&G’s market-leading, highly-engineered Always.
The Solution
Newly urban, our women see Nature as perfect and potent, a place of escape and renewal. We can create a Naturella world that offers the remedies and the delight she finds in Nature.
The Results
Naturella reached its goals in months instead of a year, stealing share from competitors instead of Always. In 2003 the brand received a Silver Effie.
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