How Procter & Gamble identified (and filled) the “gaps” in its multicultural advertising

Geoffrey Precourt

Procter & Gamble, the consumer packaged goods manufacturer, conducted rigorous analysis of its multicultural marketing to ensure it was excelling in this area.

Multicultural marketing (US)
Asian American consumers (US)
Black consumers (US)
Hispanic/Latinx consumers (US)
Celebrities & endorsement
Diversity & portrayal in advertising
Humour & jokes
United States
Strategy

Why it matters

Multicultural consumers are a vital consideration for brands that want to drive growth and retain relevance as major changes reshape the US population. Communications aimed at different audiences must also reflect deep insights and authentic...

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