P&G’s multicultural Canadian outreach
Brand Strategy & Development
Integrated Creative Campaigns
Production
Project Overview
After 2 years of research, and the biggest multicultural research investment in Canadian marketing history, P&G and Barrett and Welsh arrived at a dramatic conclusion. There were over five million visible minority consumers spending some $65 billion in 2013. In 20 years, we estimated that number would rise to 14 million and account for $128 billion in spending. The effect? Visible minorities would account for over 70% of population and retail sales growth. Food retail sales alone were predicted to grow by $18 billion with $12 billion contributed by visible minorities. South Asians and Chinese Canadians — at 50% of the visible minority population — were identified as the most valuable visible minority segments. P&G (and many others) estimated the size-of-prize would exceed $170 million by 2020. Objectives 1. Disproportionally drive awareness & trial among Chinese and South Asian Canadian urban consumers 2. Leverage deep human insights to surprise and delight consumers and influencers 3. Support retailers with unparalleled ethnic urban retail expertise 4. Outperform competitors by leveraging P&G brand power and existing multi-brand assets.
Details
The strategy
Immigrants are by their nature aspirational and the act of immigration is a expression of hope for a better quality of life.
We positioned P&G brands as essential to the better life you came to Canada for, because they help you shine – the aspiration of every immigrant.
Our strategy: P&G. Essentials so you can shine in Canada.
The execution: oral care
We drove the idea of P&G brands allowing you to shine in your Canadian life, through individual and multi-brand campaigns, in
advertising, in-store and at major outdoor activations.
Stories about smiles that shine so you can too promoted the oral health regimen of Scope, Crest and Oral B to South Asian and Chinese Canadians.
The execution: hair care
South Asian women take great pride in their hair and equate strength with beauty, a behavioural insight that made them an ideal audience for the new global Pantene Shine Strong campaign. Barrett and Welsh identified Shilpa Shetty and Parineeti Chopra, Bollywood stars known for their strength and beauty onscreen and off, to deliver the brand message to South Asian Canadian women.
The North American campaign punned on phrases that captured the beauty of both, strong, glowing women like Giselle Bündchen and strong lustrous hair, with headlines like Unbreakable and Fearless. In a similar way, the campaign created by Barrett and Welsh punned on the word for hair (bal) and made its own strong statements with headlines like Incredibal and Unstoppabal, capturing the on and and offscreen personalities of Shilpa and Parineeti. The brand promise closed the loop. Shampoo bhi. Shakti bhi. Shampoo. Strength.
Immigrants are by their nature aspirational and the act of immigration is a expression of hope for a better quality of life.
We positioned P&G brands as essential to the better life you came to Canada for, because they help you shine – the aspiration of every immigrant.
Our strategy: P&G. Essentials so you can shine in Canada.
The execution: oral care
We drove the idea of P&G brands allowing you to shine in your Canadian life, through individual and multi-brand campaigns, in
advertising, in-store and at major outdoor activations.
Stories about smiles that shine so you can too promoted the oral health regimen of Scope, Crest and Oral B to South Asian and Chinese Canadians.
The execution: hair care
South Asian women take great pride in their hair and equate strength with beauty, a behavioural insight that made them an ideal audience for the new global Pantene Shine Strong campaign. Barrett and Welsh identified Shilpa Shetty and Parineeti Chopra, Bollywood stars known for their strength and beauty onscreen and off, to deliver the brand message to South Asian Canadian women.
The North American campaign punned on phrases that captured the beauty of both, strong, glowing women like Giselle Bündchen and strong lustrous hair, with headlines like Unbreakable and Fearless. In a similar way, the campaign created by Barrett and Welsh punned on the word for hair (bal) and made its own strong statements with headlines like Incredibal and Unstoppabal, capturing the on and and offscreen personalities of Shilpa and Parineeti. The brand promise closed the loop. Shampoo bhi. Shakti bhi. Shampoo. Strength.
