business news in context, analysis with attitude

USAToday reports that during Sunday’s Grammy Awards, a Spanish language commercial from Procter & Gamble will air on US television, a reflection of the gaining strength of the Hispanic market in the US.

It is estimated that there are some 37 million Hispanic consumers in the US who represent a total of a half-trillion dollars in buying power; spending to target Hispanic consumers reached $2.5 billion during 2002, an 11 percent increase over the previous year.

The P& G commercial, for Crest, shows a young Hispanic couple, with the husband kissing his wife goodbye in the morning — and speaking in Spanish. The spot closes with an English voice-over that says: "White teeth and fresh breath in any language."
KC's View:
We’re going to see a lot more of these kinds of commercials, simply because they reflect the reality of the marketplace.

This is another area where retailers have to make sure they don’t get caught behind the curve, because an aggressive company can turn a sensitivity to the Hispanic market into a real differentiated advantage.