P&G Everyday Multicultural: every day is special

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  • As Canada’s leading multicultural agency, Barrett and Welsh is fortunate to work on marquee projects for blue chip clients. We are especially proud of our work on the vast P&G Everyday multicultural portal. For a new South Asian or Chinese immigrant, so much is unfamiliar: there are cultural differences, a new household and new ways to manage it, and even new brands and products. She wants the best for her family, her home and for herself and she yearns for some help to make life easier. She finds it difficult to relate to most online content – it  works for other Canadians but not for her.

    We set out to demonstrate our deep understanding of this new Canadian consumer. We acknowledged that for her, there is nothing everyday about any day. For her, every day is special. With tremendous insight, warmth and empathy, P&G answered her need with custom and curated, high-relevance,in-language content. While the sites leveraged P&G’s familiar look and feel, they displayed Chinese and South Asian values, concerns and interests. They focused on helping our consumer acquire the skills, knowledge and confidence she needs to navigate her Canadian life. It was a momentous first, a massive digital P&G scale experience created just for P&G’s Chinese and South Asian Canadian consumers.