Word: hispanicization
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Those demographics have spawned a marketing frenzy. Hispanic-targeted advertising more than doubled, to $3.4 billion, from 1997 to 2003, according to the Association of Hispanic Advertising Agencies. P&G spending has jumped 80% since 1997. Unilever, whose household brands like Surf detergent compete directly with P&G's, says...
Coca-Cola slashed its Spanish-language TV-advertising budget 48% in 2003, then reversed course, promising to spend an additional $350 million to $400 million on advertising, with a percentage dedicated to the Hispanic market. In November new CEO Neville Isdell said Hispanics are one of Coke's three most...
P&G gained an early edge in the Hispanic market, in part because it started before anyone else. More than 40 years ago, P&G became one of the first major companies to air a Spanish-language TV commercial. In 1984, it was the first major U.S. corporation to sponsor...
Eleta's tactics are instructive. Step One: P&G chose to focus its marketing dollars on just 12 of its 300 brands: Always feminine products; Bounty; Charmin toilet paper; Crest; Dawn dishwashing cleaner; Downy fabric softener; Gain and Tide laundry detergents; Herbal Essences, Head & Shoulders and Pantene shampoos; and Pampers...
And why Pampers? Here, P&G is obeying what Juan Faura, a Hispanic-marketing executive and author of The Whole Enchilada: Hispanic Marketing 101, calls a basic "law of the Hispanic universe": "Family is always first," writes Faura. "Family means your mom and dad and brothers and sisters and second...