September 14, 2011

TARGETING AMERICANS:

P&G Courts Hispanic Shoppers (ELLEN BYRON, 9/14/11, WSJ)

Expect more Spanish on your tube of Crest toothpaste.

Procter & Gamble Co., looking for ways to boost its sluggish U.S. business, is accelerating its efforts to win over Hispanic shoppers. Using insights turned out by its army of researchers, P&G is tweaking products, retargeting its marketing, changing its mix of celebrity spokeswomen and making greater use of Spanish on its products.

The motivation is simple: Hispanics accounted for more than half of the gains in the U.S. population from 2000 to 2010, according to the U.S. Census Bureau, and their younger, bigger families are a good fit for the maker of Pampers diapers and Tide detergent.


Posted by at September 14, 2011 3:36 PM
  

blog comments powered by Disqus
« FOG LIGHTS: | Main | DEFINING THE BATTLEFIELD: »