Structure, Planning Yield Strong ROI For P&G

Speaking Tuesday at the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Procter & Gamble Co. senior marketing manager Ida Chacón and Univision Communications senior vice president of brand solutions Graciela Eleta shared multiple cases studies that demonstrated the effectiveness of research, organizational structure and strategic planning when engaging Latino consumers through marketing opportunities.

Chacón told attendees that the “single most-important thing” to acquire was a deep consumer understanding of one’s target audience. This was fundamental in P&G’s quest to grow toothpaste brand Crest in the U.S. Hispanic market. With competitor Colgate enjoying two times the market share of Latinos as Crest, P&G found a skeptical audience, huge misattribution to Colgate for Crest’s product line, and the need to refocus on functional and/or emotional benefits from Crest in its communication.

With the help of agency of record Conill, Chacón determined that among Latinas, a healthy, beautiful smile leads to advancement. The result: selling the beneficial aspects of Crest Pro-Health toothpaste, and putting the focus on how it promotes the level of dental care one would get from visiting a dentist regularly.

In the case of men’s shaving line Gillette Fusion, Chacón found fundamental differences in the habits of both Hispanics and African-Americans compared to non-ethnic consumers – namely, that 70% of these ethnic groups used disposable razors. A conversion strategy to Fusion system blades was implemented, with a Spanish-language direct response television campaign inviting consumers to text or call Gillette to receive a free trial razor. Use of Spanish-language television’s sports programs and visits to barber shops were also launched.

Meanwhile, the Gain Dish kitchen soap brand was elevated with Hispanics with creative that focused on scent and the “fun and enjoyment” many experience from dishwashing – a trait unique to Latinas. Lápiz developed a television spot focusing on these insights; sales grew.

With Pampers, a brand Chacón says P&G can’t afford to lose with Hispanics given their strong birth rates, brand stewards learned that among many Hispanics, no relationship with an OB-GYN exists. Rather, they go to clinics with a revolving group of caregivers. The relationship with this consumer group was with WIC centers, where they receive counseling on having children. “That’s where sampling and education programs about Pampers occurred.”

These insights led Pampers to create a remarkable Spanish-language television ad focused on babies – regardless of the mother, where they were born or what language they’ll likely speak. The spot received a thunderous ovation from the hundreds of attendees at the breakout session.

“You’re seeing portfolio management at its best,” said Eleta, “ and really delighting prospects within each segment.” She added that P&G was setting an example for others to follow by focusing on ways to improve ethnic-market ROI instead of using poor ROI as an excuse to exit the multicultural market altogether.

Adam R Jacobson, for HispanicAd.com

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