Word: hispanicism
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Companies trying to reach America's expanding Hispanic population should listen to Julieta Parilla and her family. Parilla, who emigrated from Guadalajara, Mexico, with her relatives eight years ago, is preaching about Pampers. Sitting on a four-poster living-room bed in the cramped apartment she shares with her baby...
Although the endorsement by her sister and prenatal nurses turned Parilla on to Pampers, a few marketing tactics from Procter & Gamble, Pampers' $51 billion parent company, have helped the 21-year-old single mother stay loyal to the brand. Parilla recalls a Pampers television ad she liked, broadcast in both...
With such clever tactics, Proctor & Gamble has hooked Parilla and a whole lot of other Hispanic Americans. The Hispanic 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...
Gringos who don't know her may recall channel surfing for college football or CSl on Monday nights and seeing the green-eyed platinum blond making dramatic hand gestures to her audience on Univision. At 56, the Cuban-American media mogul is riding a wave that seems in its mere...
Gonzales is certain to be confirmed as John Ashcroft's replacement, especially because Democrats are wary of opposing a Hispanic when their hold on that constituency was weakened in the last election. But Gonzales' nomination raises six issues that are still being sorted out by the government or its watchdogs...