When Tarek Farahat became the regional GBU head of baby care, he found the category in a
similar situation as feminine care. Baby care had also been hit hard by ongoing economic crises in
Latin America, especially in Brazil, Argentina, and Venezuela, except this time Farahat had evidence
of the success an Obelisk-backed Básico model could bring. But the stakes were also higher. “The
business was declining across Latin America, because of the economic crisis.” Farahat explained.
“Pampers was a much larger business than Always.”