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P&G Tries Novel Ad Approach To Sway Hispanics From Competitor’s Fabric Softener

September 7, 2009: 04:45 AM EST
It’s certainly a risky approach: showing a Hispanic male admiring the fresh aroma of another guy’s dirty underwear. But if it doesn’t end up being a turn-off, it might attract Hispanic shoppers away from Colgate-Palmolive’s fabric softener brand to Procter & Gamble’s Downy. According to the Hispanic agency responsible for the creative, a pleasing fragrance is the key factor in many such Hispanic purchasing decisions. Hispanic immigrants tend to be more familiar with the C-G brand Suavitel, so P&G was persuaded that an eye-catching new ad would raise the level of awareness for Downy.
Laurel Wentz, "Hispanic Agency Persuades P&G to Film Dirtier Ad", Advertising Age, September 07, 2009, © Crain Communications
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