Gillette brings Latin American shaving culture to US
Geoffrey PrecourtWarc
It's not the kind of dilemma most marketers ever experience. But Daniel Ordoñez has a peculiar challenge.
"You just can't go up to the guy sitting next to you and ask, 'How should I shave my balls?'" Ordoñez, the svp/corporate strategy for Procter & Gamble in Panama, admitted. But Gillette, the company's male grooming brand, is now investing US marketing dollars in a program that will take the experience of shaving well beyond the beard.
And that North American marketing extension is Ordoñez's challenge – and his dilemma. "It's...