Vel Rosita and Suavitel began shipping to U.S. retailers earlier this month, the company said, with advertising and promotion campaigns to begin early in 2003. Siboney USA, New York, handles the brands and other Colgate U.S. Hispanic advertising. The brands will be supported with promotional campaigns that include in-store demos and sampling, with Suavitel Perfect Press also getting TV and print support to break in March in Hispanic media.
Sagging detergent sales
Vel Rosita could help bolster
Colgate said 60% of U.S. Hispanics are of Mexican descent and most are very loyal to Mexican brands. The company transplanted its Suavitel fabric softener and Fabuloso cleaner brands from Mexico to the U.S. in 1997, and Colgate said Suavitel is now the fastest-growing fabric softener brand in the U.S.
Suavitel had sales of $29 million in the 52 weeks ended Sept. 8, according to IRI figures, which don't include Wal-Mart Stores or bodegas and neighborhood stores that comprise much of the brand's sales. Suavitel is believed by executives close to the company to be the No. 2 brand of fabric softeners among U.S. Hispanics, behind Procter & Gamble Co.'s Downy.