P&G to Run Spots in Spanish on CBS

Feb 21, 2003
George Anderson

By George Anderson

USA Today reports, “Procter & Gamble will air a Spanish-language TV spot for Crest Whitening Plus Scope toothpaste during Sunday’s Grammy Awards on CBS.”

The commercial shows a husband kissing his wife goodbye and speaking in Spanish. It finishes with a voice-over in English: “White teeth and fresh breath in any language.”

Moderator’s Comment: What do you think about P&G
running Spanish-language commercials on English-language stations? Will this
become a more common marketing strategy in the future?

P&G knows mass marketing which is why its Spanish
spots will still speak to consumers in other languages, as well. [George
Anderson – Moderator

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