Word: grass
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Dates: during 2000-2009
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...population is growing faster than any other group in the U.S., and its buying power is soaring too. By most accounts, P&G is leading the pack in the race to grab its business. Competitors like Colgate-Palmolive, which imported fabric softener Suavitel from Latin America, and Unilever, with grass-roots campaigns like storefront tastings for brands such as Hellman's mayonnaise and Rag?? spaghetti sauce in Hispanic neighborhoods, are also active. But P&G spent $107 million on Spanish-media advertising in the first nine months of 2004, tops in the U.S. (excluding Lexicon Marketing Corp., which sells products...
...combined national advertising with grass-roots marketing to increase Hispanic share for three-quarters of the brands targeted by the multicultural unit. For example, P&G holds demonstrations in stores and homes to teach recent Hispanic immigrants the advantages of Bounty's "Quicker Picker Upper" paper towels vs. the sponges and rags with which many were raised. Bounty's Hispanic market share has jumped some 10%. "[P&G] won't lift a finger without talking to a customer, without finding out exactly what a customer wants," says Felipe Korzenny, a Hispanic-marketing professor at Florida State University and a consultant...
...Racing across scrub and farmland, this blaze was no ordinary grass fire. It was one of the fastest-moving ever seen, says South Australian Country Fire Service ceo Euan Ferguson: most of its destructive work was done in just six hours. At the township of North Shields, where teacher Helen Castle was killed, residents jumped into the sea to escape the flames. "We had very experienced fire fighters out there, and the rate of spread of this fire was beyond their comprehension." As it gathered speed, hundreds of fire-fighters and locals risked their lives trying to stop...
True to its grass-roots heritage, the fledgling, fragmented health-food industry has always attracted its fair share of eccentrics--people who kept their company records in shoeboxes and didn't worry too much about profits, marketing or even good taste. Without necessarily having to lose the unique, even quirky, flavor that has contributed to much of the industry's appeal over the years, Simon thinks he can take natural foods to the next level. By bringing together a top-notch management team with some of the best brands in the field--from WestSoy soy milk and Celestial Seasonings teas...
...minority representation and denouncing ebonics ("black English"), detractors say he did little to draw attention to the health, education and criminal-justice issues that still cripple many in the black community. Laments Jerome Whyatt Mondesire, president of the group's Philadelphia chapter: "We've moved away from the grass-root courtroom battles that made us relevant to the plight of lower-income blacks...