We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
ACCEPT Reject
Already have an account? Sign in.

 Remember Me | Forgot Your Password?
Home Manage Alerts Archive Archive About Us Register Now   Not a User? Join now

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
Domains
Innovation
Sectors
Household Care
Personal Care
Geographies
Worldwide
North America
Latin America
United States of America
Argentina
Categories
Companies, Organizations
Marketing & Advertising
Products & Brands
Home | Privacy Policy | Terms and Conditions | Contact Us Copyright © 2000-2023 Business360 Inc. All Rights Reserved
Developed by Yuri Ingultsov Software Lab.