Procter & Gamble Co. has introduced its Ariel brand detergent powder in certain markets in the Southwest, targeting immigrants from Latin America, according to an article in the Financial Times.

Ariel USA is sold alongside other P&G detergents such as Tide, Cheer and Gain. But unlike those U.S. brands, Ariel is packaged in bags rather than in boxes. Mexicans are used to buying detergent in bags, a P&G spokeswoman said.

In addition to Ariel detergent, which has been marketed primarily in Europe, Cincinnati-based P&G also is selling Gain in bags in the Southwest. Both brands feature Spanish language packaging.

The newspaper said the products are part of a push by P&G CEO Bob McDonald to de-emphasize political borders and market products based on cultural identities.