Multicultural Campaign

Winner: Procter & Gamble and Fleishman-Hillard

Campaign: Las Serenatas de Tide/Tide Thank You Serenades

The Mission:

Procter & Gamble executives wanted to increase the Tide brand's penetration among Hispanic laundromat users in Los Angeles.

The Hook:

To support its "Tide Thank You" advertising campaign in targeted Hispanic markets, Tide enlisted Fleishman-Hillard Hispania to develop and execute a local PR campaign.