P&G Launches Bilingual Direct Mail Campaign

Procter and Gamble recently sent out a direct mail piece looking to appeal to Hispanics' sense of—smell. That's right, the latest piece promotes the new line of tropical-themed detergents and fabric softeners with a peel-back scented strip, offering consumers a whiff of the new product.

The piece itself is bilingual, running with the tagline “Scents that will move you,” and its translation “Fragrancias que te subiran al animo.”

The piece features vibrant colors and shows the cartoon image of a Latin woman dancing happily to the rhythm of the tropical scents.

Related Articles: Procter & Gamble Re-assesses its Hispanic Print Strategy