Tide® Launches its First Bilingual TV Commercials in English and Spanish Top Networks

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

TV stations.

“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 Tide’s 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 grandmother’s 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.

About Tide

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.

1

Pew

Hispanic Center, 2004.