Page 16 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Through constant innovation, marketing leaders can help bring to their organizations a “growth five-fecta,” which Pritchard describes as market growth, new users, share growth, sales growth and profit growth.
By leading “constructive disruption,” one can gain precision with respect to one-on-one brand building, done on a mass scale. “We’re moving from mass blasting to mass reach with one-to- one reach,” Pritchard says. The most sophisticated market where this is happening? It’s China, where “digital waste” was decreased by 30% and reach grew by 50%, Pritchard notes.
THE TRIO OF DIGITAL SILOES
While radio and TV remain integral to the marketing mix at P&G, Pritchard recognizes that the “walled gardens” that are Facebook, Google/YouTube and Amazon will probably remain walled.
This explains why P&G is taking matters into its own hands.
Pritchard offered a statistic that turned more than a few heads: P&G now has more than 1.5 billion consumer IDs, representing 50% of the online population.
For all the talk of diversity and innovation, Pritchard did not share Spanish-language efforts, or anything targeting Asian consumers, during his ANA appearance.
That’s not to say P&G Hispanic market efforts are not noteworthy. Now making the rounds and getting a few laughs is a Tide PODS Ultra OXI TV commercial built around the theme Yo No Fui – “It wasn’t me.”
The commercial is also noteworthy for several reasons that tie into the global diversity initiatives Pritchard evangelizes. The protagonist is male, perhaps a single father of multiple children. He’s the one using the PODS to do the family’s laundry.
And ... it’s a Saatchi & Saatchi transcreation, with the same actors as seen in the English- language spots.
In July, a Spanish-language spot for Tide, “Trabajo duro,” earned positive accolades for its portrayal of a Hispanic mechanic and a female firefighter, and a Latina nurse and chef.
It is this work that will help define how P&G’s brands continue to attract Latinos in the years to come, and can perhaps be added to the blueprint Pritchard has created to build brand value through values and ideals its customers hold – and seek in the products they purchase.
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