P&G makes effort to capitalize on growth of Hispanic consumers through its 'Have You Tried This Yet' campaign; growth of Latino population, combined with increase of their buying power, projected to reach US$1.3T by 2015

Michelle Rivera

CINCINNATI , October 25, 2011 (press release) – Following a successful launch last year, the Procter & Gamble Company (P&G) (NYSE: PG) is once again bringing to Hispanic consumers the everyday science and great performance behind many of its innovative brands via Have You Tried This Yet?

The growth of the Latino population, combined with the increase of their buying power, projected to reach $1.3 trillion by 2015(1), is raising the demand for products and services that meet their specific needs and make their lives easier and better.

This year, Have You Tried This Yet? is working with celebrity stylist Irma Martinez to continue bringing to life the everyday science, innovation and quality behind the P&G brands to the Hispanic community.

Have you ever wondered just how absorbent your paper towels are? Have you ever questioned how a foam at-home foam hair colorant works? As the campaign spokesperson, Irma will be featured in Have You Tried This Yet? brand demonstration videos for Bounty ExtraSoft®, and Clairol Nice n' Easy® Color Blend Foam, in which she will interact one-on-one with these brands, showcasing to viewers how these innovative products work and can help transform consumers' daily routine.

The Bounty ExtraSoft® video will be available in November and the Clairol Nice n' Easy® Color Blend Foam video in December through Orgullosa.com. Orgullosa is an initiative that aims to celebrate bicultural Latinas who want to excel in their multiple roles, from mother-to-daughter, wife, friend, career woman and more, by offering them head-to-toe beauty & household solutions that satisfy their needs.

"I have a true love and appreciation for science and innovation and am always looking for the best performing products that make life easier and convenient, both at home for my family and in my line of work as a stylist," said Irma Martinez. "I am proud to be working in this campaign, and I look forward to showcasing the everyday science and technology behind some of my favorite Have You Tried This Yet? brands."

In addition, Have You Tried This Yet? will reach consumers nationwide through a variety of touch-points, including print advertising, direct response TV and iMedia. Also, P&G brandSAVER – a complimentary coupon booklet – will feature more than $102 in savings, including values on the campaign's featured products, including Bounty ExtraSoft®, Always® Infinity®, Clairol Nice n' Easy® Color Blend Foam, Crest® White Strips 2 Hour Express, Tide® Free Liquid Detergent, and COVERGIRL® Natureluxe Silk Foundation and Gloss Balm. The Have You Tried This Yet? P&G brandSAVER can be found in local newspapers throughout the country on Sunday, October 30.

"The successful year one launch of the Have You Tried This Yet? campaign was built off the understanding that shoppers routinely search for reliable, innovative products," says Felisa Insignares, P&G External Relations Manager. "Innovation is at the core of our purpose and strategy to improve the lives of our consumers, and Have You Tried This Yet? is the perfect platform to share the everyday science and performance behind some of the company's great product innovations, across different categories from oral care to beauty and home goods."

For additional information on the Have You Tried This Yet? program, visit www.pgtryit.com.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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