Charmin: Researching and marketing a premium brand to price-conscious Hispanic consumers

Geoffrey Precourt

The Procter & Gamble presentation at the 11th-annual Association of National Advertisers (ANA) Multicultural Marketing & Diversity Conference was a powerful lesson in marketing.

In this particular instance (a 2010 Gold Effie award-winning campaign), the problem was a familiar one: how do you get customers who are satisfied with one product to realise that they could get greater satisfaction with a premium - even the upgrade included price as well as product.

"The Hispanic customer is a value-oriented customer," Elizabeth Papasakelariou, account director at Lapiz, Hispanic agency for P&G's Charmin brand. "And, because the bath tissues in their home countries are often of a low quality, they have low expectations [from this line of products]."