Black Is Beautiful
August 27, 2007
Adage reports that P&G is launching a new campaign for black women with the tagline, “My Black Is Beautiful.” Spearheaded by Najoh Tita Reid, multicultural marketing director for Procter & Gamble Co., the interesting about this new plan is that it’s not quite thought out. P&G brands Always and Tampax have established a $50,000 grant, and the company is speaking with women’s organizations to set up some discussions.
Honestly, it doesn’t matter. At this point, at least the mission is noble and much-needed. We do believe it’s time for big business brands to start targeting their consumers better be they black, asian, gay, straight or religious. This campaign is going to be tough as the mission is to celebrate all shades equally, while also recognizing that many Hispanic women are also black. It’s Dove’s Real Beauty campaign with a more difficult and segmented demographic and less of a plan. We’re interested to see what happens.
August 28, 2007 at 3:45 pm
I suggest P&G form a liaison with major black publications as Ebony/Jet, Essence and various noteworthy Black and Hispanic organizations and colleges to target appropriate demographic.
As a college graduate with a degree in communications and professional experience in print media, I would like to find out how I can be a part of this endeavor.
Please email or contact me by phone 212-491-6828 or 646-509-4488. I look forward to hearing from a P&G representative as I am eager to apply my skills to such a worthy cause.
Regards,
Laura Roker
August 28, 2007 at 8:01 pm
Do we think that P&G people READ Agency Spy? Awesome.
August 31, 2007 at 5:13 pm
Long overdue indeed. I’m still waiting on the day that brands put more than one minority into a massmarket spot, breaking from the standard 1 black/3 white setup. I saw a Sikh dude in a VW spot in 2004. Any since?