CINCINNATI — Procter & Gamble, seeking more sales to Hispanic consumers, is focusing this month's launch of Gain dishwashing liquid on that growing U.S. group.
The consumer products maker's first new hand-dishwashing brand in four decades will soon debut with a marketing campaign led by a Hispanic ad agency. While Gain brand managers expect non-Hispanic households also to be attracted, the campaign underscores that while P&G builds business in emerging economies such as China, India and Brazil, it's also courting a growing group at home.
"That is the changing face of the consumer, and we need to reach those consumers," Kirk Perry, P&G vice president for North America, said of U.S. Hispanics.
Analysts say P&G and household competitors such as Clorox, Colgate-Palmolive and Unilever are offering more products particularly popular with Hispanic consumers and trying to reach them by advertising everywhere from popular Spanish-language TV shows to the bilingual-oriented women's magazine Latina.
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Why? The Hispanic population is growing faster, is younger and is having more babies than the U.S. population.
Hispanic consumers helped transform P&G's Gain laundry detergent in the past decade from a lackluster performer to one of the company's 22 billion-dollar brands in annual sales. P&G has found that Gain's scents have helped lure Hispanics, who make pleasing fragrances a high priority, according to demographic research by marketing firm Mintel.
Packages of Gain, with such scents as "Island Fresh," often have Spanish translations, and P&G also has begun selling Gain in bags, a more familiar packaging of detergent in Latin America, in the southwest United States.
Dan Jackson, who manages dishwashing brands for P&G, said the company's research predicts Gain will draw shoppers who aren't using its best-selling Dawn brand.
"It's the first new dish brand in 37 years, so it's not a decision that was made lightly," he said. He said Gain dishwashing will be priced at about $2 for a 30-ounce bottle, nearly a $1 less than Dawn.