a multi-cultural consumer base.
variant to capitalize on the growing liquid detergent segment.
The priority-market radio campaign was a split-market demographic strategy targeting the “high purchase rate” Hispanic audience in Southwest markets, as well as a general market/African American audience base in the Mid-West and Southern markets.
Top ranking general market stations were added to the Hispanic buy to increase reach against the Hispanic audience and add coverage against the secondary general market consumer base.
We implemented Media Planning & Buying, Media Strategy, and Customer Driven Media