Raquel Rozas of P&G: There’s more to Hispanic identity than the language

The Tide brand of clothes-care products has developed a bilingual spot that addresses bicultural consumers in a more relevant way. Raquel Rozas, brand manager of Procter & Gamble for Tide, spoke with PRODU about this new approach and how the public has responded to the company’s bilingual efforts.“We work every day to develop products and campaigns that answer consumers’ needs. We also listen very closely to our consumers and understand that there’s more to Hispanic identity than the language. With the launch of the first bilingual commercial, we want Tide to reach the multigenerational Hispanic households of our times by communicating with them in the language they prefer and by understanding their particular values,” Rozas said.The executive said that Tide’s bilingual television commercials in English and Spanish promote Tide Vivid White + Bright and Tide Boost, and form part of a wider campaign that includes a diversity of advertising platforms like iMedia, broadband and social networks. “We want to reach consumers in spaces where they’re active, and Hispanics in the United States are very much into social networks. We believe that a campaign cannot be implemented piecemeal, but must be made up of a range of components that include both traditional media and online, such as social networks and digital advertising,” Rozas said.