Xuxa al rescate.
Author | Poole, Claire |
Position | Estrella brasile |
HOUSTON -- Drypers Corp., De EU, tiene una arma nueva y poderosa en la guerra de los pañales que libra en Brasil con Kimberly-Clark Corp. y Procter & Gamble, también de Estados Unidos. El arma se llama Xuxa.
En caso de que usted se haya pasado estos años en la nebulosa de Andrómeda, Xuxa es la despampanante rubia que se ha robado al público brasileño. Es la estrella de populares programas televisivos como El Show de Xuxa y Xuxa Park, y va a protagonizar una versión en español de I Love Lucy.
El pasado abril, Xuxa aceptó dar su respaldo a un nuevo pañal fabricado por Drypers. La línea se llamará "Xuxa by Drypers" y llevará su imagen.
No hace falta decir que Drypers está maravillado con el trato. "Gracias al enorme atractivo que ejerce Xuxa sobre padres y niños, que muchos consideran 'mágico', vemos esta relación a largo plazo como una oportunidad para alcanzar nuevos niveles de ventas y ganar el dominio del mercado brasileño, uno de los mercados en desarrollo más importantes del mundo", dice Walter Klemp, presidente de la junta directiva de Drypers.
La compañía es hoy el principal fabricante de pañales de marca privada en Sudamérica, con operaciones en Brasil, Argentina y México. Brasil apoya su puesto número uno, y...
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