• According to a study by the Pew Hispanic Center, differences in language show a correlation to difference on points of views among US Hispanics; moreover, language is a key factor in the process of assimilation of Latinos in the US, with recently immigrated Hispanics being more proficient in Spanish and in contrast English use becoming dominant by the third generation. Looking to target all levels of acculturation in a US Hispanic household, Tide has 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. In the :30 and :15 second ads, a Spanish-speaking traditional Hispanic grandmother brags about her use of modern-day products. 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.
While the TV spots for English and Spanish stations are different, the strategy and overall message is consistent, according to P&G. 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 Raman. “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.”