Procter & Gamble shatters multicultural marketing biases

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Marc Pritchard, Chief Brand Officer at Procter & Gamble, called on a simple statistic to demonstrate the company's enviable strength with multicultural consumers.

Marc Pritchard, Chief Brand Officer, Procter & Gamble

Eighteen of the organization's top 22 brands, he boasted, now occupy first or second spot within their category in terms of market share among Black and Latino shoppers. This success, he continued, has been "hard-earned" – and rests, in no small part, on tackling latent preconceptions and assumptions inside the four walls of the Cincinnati, Ohio-based consumer-packaged goods manufacturer.

"It has required major interventions to raise the bar on...

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