P&G tweaks detergents to lure Hispanic customers

12/28/2009 | Financial Times (tiered subscription model)

Procter & Gamble is repackaging some of its laundry detergent brands in an effort to woo more Hispanic customers in the U.S. The company's newest versions of Ariel and Gain laundry detergents are packaged similarly to how detergent is packaged in Latin America, in flat-bottom bags with Spanish instructions instead of in cardboard boxes. The company hopes the new versions, sold in Wal-Mart, will attract recent Latin American immigrants.

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