According to a study1 by the Pew Hispanic Center, differences
in language show a correlation to difference on points of views among
U.S. Hispanics; moreover, language is a key factor in the process of
assimilation of Latinos in the United States, with recently immigrated
Hispanics being more proficient in Spanish and in contrast English use
becoming dominant by the third generation. To reflect this reality and
target all levels of acculturation in a U.S. Hispanic household, Tide®
created its first bilingual commercials for national English and Spanish
While we want to communicate with Hispanic consumers in their language
of preference, we also understand that Hispanic identity is much deeper
than language: it involves a more ingrained set of values that has an
impact in all aspects of their lives, said Sundar Raman, Marketing
Director, P&G Fabric Care. The launch of Tides first bilingual ad is a
benchmark for our brand as we continue to develop products and campaigns
that respond to the needs of this growing demographic.
The bilingual spots feature Tide VIVID White + Bright and Boost and are
part of a broader bilingual campaign that includes other advertising
vehicles such as iMedia, broadband and social media. The spot for the
Spanish TV networks started airing on August 14 and the spot for English
stations will air during the first weekend of Hispanic Heritage Month,
September 15 17.
In the :30 and :15 second ads, a Spanish-speaking traditional Hispanic
grandmother brags about her use of modern-day products, talking about
using Tide VIVID White + Bright and Boost for her whites. The
commercials also feature her acculturated granddaughter who comments
about her grandmothers fabric whitening not-so-modern regimen that, up
until a week ago included traditional home remedies such as chlorine
bleach, salt, milk and lemon. The commercial closes with the grandmother
saying that Tide VIVID White + Bright and Boost keeps her whites looking
like new, wash after wash. The granddaughter agrees and closes with,
Actually, that part is true.
The playful scenario exemplifies the dynamic between older and younger
Hispanic generations and illustrates how older generations are replacing
traditional remedies with modern-day products that are designed to make
home chores such as laundry, easier. While the TV spots for English and
Spanish stations are different, the strategy and overall message is
consistent. The differences deliver on contextual relevancy, for
example, in the spot for English stations the Grandmother asks the
granddaughter to please translate what she is saying to the audience.
We work every day to develop products and campaigns that allow us to
connect in a meaningful way with our consumers, said Sundar Raman,
Marketing Director, P&G Fabric Care. Being able to talk to the Hispanic
consumer in the way that better suits them allows us to be closer to
them and learn more about their likes and preferences.
In addition to the bilingual commercial, Tide has also enlisted the help
of actress Betty White, the ultimate Hollywood rule breaker, to spread
the word about Tide VIVID White + Bright and Boost. Betty is appearing
in national English television and online advertising for Tide VIVID
White + Bright and Boost, as well as on in-store materials wherever the
product is sold. The ads capture the humor and mischief that Betty is
known for and highlight how she breaks the rules of white while using
Tide VIVID White + Bright and Boost.
For over 60 years, Tide® has been caring for the clothes of American
families and helping to provide the everyday miracle of clean clothing.
To meet consumers’ diverse laundry needs, Tide offers its cleaning in a
variety of products including Tide Pods, Tide Total Care, Tide with
Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide
VIVID White + Bright, Tide Boost, Tide High Efficiency and 2X Ultra Tide
Liquid. For consumers’ on-the-go stain removal needs, Tide to Go helps
remove fresh food and drink stains on the spot. Visit www.tide.com
for helpful product information, practical tips on laundry care, special
offers and promotions and more. You can become a fan on Facebook at www.facebook.com/Tide.
About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its
brands. The Company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®,
Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®,
Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head &
Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi
Pur®, SK-II®, and Vicks®. The P&G community includes operations in
approximately 75 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.
Hispanic Center, 2004.