Word: parilla
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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 daughter, mother, sister, brother-in-law and five nieces and nephews in Norwalk, Calif., a predominantly Hispanic working-class suburb of Los Angeles, she waxes eloquent about the diaper brand's absorption abilities and its "softer cloth." At a baby shower before her 6-month-old daughter Fatima was born...
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 English and Spanish, showing a smiling baby crawling in the diapers. The nurses at Garfield Medical Center in Monterey Park, Calif, gave Parilla free samples of Pampers and other P&G brands like Crest and Tide as she checked out after Fatima's birth (Parilla uses Crest, although she prefers...
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 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...
...Hispanic universe": "Family is always first," writes Faura. "Family means your mom and dad and brothers and sisters and second cousins and cousins of your aunt's husband's sister and aunts of your mom's second cousin Dionisia from Veracruz." (Or, in real-world terms, Parilla, a single mom, won't skimp on her baby, no matter how stretched her pocketbook.) Plus, diapers are a growth category: 1 in 5 babies born in the U.S., and 1 in 2 in California, is Hispanic...
...televised in the U.S. is on The Man Show, which has a feature called "Girls on Trampolines" that is highly competitive in a very un-Olympic sort of way. Other than The Man Show's hosts, it's not easy to find hard-core tramp fans. Even Robert Null, Parilla's coach, offers a parsed plug. "I think after this Olympics, more kids will want to do it," he says. "I mean, it's one more way to get to the Olympics...