Objective: Bring LA shoppers into the franchise by highlighting a truth in the market.

 

For Gillette, Latin America has always been the fastest growing market. While their shoppers do not spend as much money as their American counterparts, the evolution of bringing the Latin shaver slowly up the purchase funnel was working. From a single blade just 10 years earlier, the market expansion into 3 blade systems was going well.

 

The Prestobarba initiative was important for 2 reasons. It not only created a line extension, in disposables, with a higher price point driving higher profits. But it also created a jumping off point for 3 bladed Mach3 systems to hit the market in the following year.