P&G sales drive targets Hispanics

Procter & Gamble has stepped up its efforts to reach Hispanic consumers in the US by creating versions of its top laundry detergent brands aimed specifically at recent Latin American immigrants in southern US states. The initiative reflects a pledge by Bob McDonald, P&G's new chief executive, to increase the company's sales to Hispanic and African American consumers in the US as part of a global push to boost sales at the world's largest consumer goods company. In recent months, P&G has begun distribution of a US-version of its Ariel powdered laundry detergent at Walmart, the mass discounter, in states including Texas and Arizona, where it is sold alongside its three main US laundry brands: Tide, Cheer and Gain. The product, called Ariel USA, is packed not in the cardboard boxes favoured by US consumers, but in the 1.5kg and 3kg flat-bottomed bags familiar to Latin American immigrants from the shelves of stores in their own countries. P&G has also introduced a bagged version of its Gain detergent. Both versions have Spanish language packaging, with Ariel USA promising " limpieza cinco estrella " (five-star cleaning), and Gain offering " frescura que dura por semanas " (freshness that lasts weeks). READ FULL STORY
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