Have You Tried This Yet? Campaign Continues to Highlight Product Innovation and Value
February 16, 2011
Contact: Dahida Vega, LULAC, (202) 833-6130 ext. 19
Rachel Vontobel, (646) 253-0217, rvontobel@devries-pr.com
Speaks to Latino Consumers Via Partnership with LULAC and Miami Market Activation
Cincinnati, OH – February 16, 2011 – In a continued effort to bring innovative products to consumers’ attention, the Procter & Gamble Company (P&G) (NYSE:PG) is once again undertaking the Have You Tried This Yet? campaign, a multi-faceted program designed to showcase high-performing products with benefits that help consumers meet everyday needs.
Have You Tried This Yet? will reach consumers nationwide through a variety of touch-points, including print advertising, direct response TV and iMedia. On Sunday, February 27, P&G will distribute a brandSAVER, a complimentary coupon booklet that features more than $131 in savings on the campaign’s featured innovative products, in local newspapers throughout the country.
P&G knows from its history that innovation wins decades. As a result, P&G continues to invest in innovation, spending nearly $2 billion on research and development in fiscal year 2010, about 50 percent more than the company’s closest competitor and more than most of its competitors combined.
“Innovation is at the heart of P&G's business model and the primary driver of consumer value,” says Nataraj Iyer, Associate Marketing Director P&G U.S. Operations. “We’re excited to once again roll-out the Have You Tried This Yet?
campaign so we may reintroduce our consumers to many of P&G’s most innovative products – products which can help moms conveniently meet their daily needs, as well as those of their families.”
Have You Tried This Yet? (¿Ya Probaste Esto?) will also be supported via Entre Comadres, a multi-brand platform created as a partnership between P&G and LULAC (League of United Latin American Citizens - the largest and one of the most respected national non-profit Hispanic organizations) dedicated to helping newly arrived Hispanic immigrants learn important skills to create a successful life in the United States. Have You Tried This Yet? will come to life via posters and product samples at participating Laundromats and check cashing centers in select locations throughout Los Angeles, Dallas and Houston.
As the largest minority group in the United States, Hispanic spending power continues to grow faster than that of the general consumer, and according to the U.S. Census, Hispanic spending power is estimated at $1.2 trillion in 2011.
“As the Census shows, the Latino population has become the nation’s largest minority, and this growth is bringing an increased demand for products and services to meet our specific needs” says LULAC National President, Margaret Moran. “We are proud to continue supporting P&G in its efforts to meet the needs of the growing Hispanic population through innovative products that help make their lives easier and better.”
“Household shoppers routinely search for reliable, innovative products for themselves and their families,” says Javier Romero, one of the most trusted icons on Spanish-language TV and host of the hit shows El Desayuno Musical and El Hit Parade de America. “The brands associated with Have You Tried This Yet? offer great benefits across multiple product categories – from oral care and beauty to home goods and diapers. These are necessary, highly functioning products the entire “familia” will embrace.”
In addition, from February 18 - 27, a free, interactive Have You Tried This Yet? Pop-Up experience will be open to the public in Miami. Located at 843 Lincoln Road, Miami Beach, Florida, the Pop-Up will be open Sunday – Thursday, 11:00 a.m. – 9:00 p.m. and Friday – Saturday, 11:00 a.m. – 10:00 p.m. and will offer free demonstrations and product samples from brands such as Pantene®, Oral-B®, Gillette®, Downy®, Swiffer®, COVERGIRL®, and Puffs®, allowing consumers to experience first-hand the innovations each product offers.
For additional information on the Have You Tried This Yet? campaign, visit www.pgtryit.com.
About Entre Comadres
Launched in February 2010, the Entre Comadres program is a multi-brand platform created as a partnership between P&G and its Tide and Downy brands with LULAC (League of United Latin American Citizens), the largest and one of the most respected national non-profit Hispanic organizations, to welcome and support newly arrived Hispanic immigrants during their crucial moment of transition to a new life in the U.S. Entre Comadres was designed to empower Hispanic immigrants to advance their education and improve their quality of life through free services offered at LULAC technology centers in three key USH markets: Los Angeles, Dallas and Houston. The free resources include: English classes, computer training, financial workshops, online access and information on low-or-no-cost health care resources.
About LULAC
The League of United Latin American Citizens, the largest and oldest Hispanic membership organization in the country, advances the economic condition, educational attainment, political influence, housing, health and civil rights of Hispanic Americans through community-based programs operating through 880 LULAC councils nationwide.
About Procter & Gamble
Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers, Tide, Ariel, Always, Whisper, Pantene, Mach3, Bounty, Dawn, Gain, Pringles, Charmin, Downy, Lenor, Iams, Crest, Oral-B, Duracell, Olay, Head & Shoulders, Wella, Gillette, Braun and Fusion. The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit _http://www.pg.com for the latest news and in-depth information about P&G and its brands.
###