9890: Making A Clean Getaway.

From The New York Post…

Grime Wave: Thefts of Tide laundry detergent across the US baffle police

By THE DAILY

Law enforcement officials across the US have been left baffled by a crime wave targeting an unlikely item—Tide laundry detergent.

Theft of Tide detergent has become so rampant that some cities are setting up special task forces to stop it and retailers like CVS are taking special security precautions to lock down the liquid.

One Tide thief in West St. Paul, Minn., stole $25,000 of the product over 15 months before he was arrested last year.

“That was unique that he stole so much soap,” said West St. Paul Police Chief Bud Shaver.

“The name brand is [all] Tide. Amazing, huh?”

Tide has become a form of currency on the streets. The retail price is steadily high—roughly $10 to $20 a bottle—and it’s a staple in households across socioeconomic classes.

Tide can go for $5 to $10 a bottle on the black market, authorities say, and some thieves even resell it to stores.

“There’s no serial numbers and it’s impossible to track,” said Detective Larry Patterson of the Somerset, Ky., Police Department, where authorities have seen a huge spike in Tide theft. “It’s the item to steal.”

Police say thieves target the Procter & Gamble detergent because it is the most popular and, with its Day-Glo orange logo, the most recognizable.

George Cohen, spokesman for Philadelphia-based Checkpoint Systems, which produces alarms being tested on Tide in CVS stores, said, “Name brands are easier to resell.

“In organized retail crimes they would love to steal the iPad. It’s very easy to sell. Harder to sell the unknown Korean brand.”

Most thieves load carts with dozens of bottles, then dash out the door. Many have getaway cars waiting outside.

“These are criminals coming into the store to steal thousands of dollars of merchandise,” said Detective Harrison Sprague of the Prince George’s County, Md., Police Department, where Tide is known as “liquid gold” among officers.

He and other law enforcement officials across the country say Tide theft is connected to the drug trade.

“We sent in an informant to buy drugs,” Sprague said. “The dealer said, ‘I don’t have drugs, but I could sell you 15 bottles of Tide.’”

Police in Gresham, Ore., said most Tide theft is perpetrated by “users feeding their habit.”

“They’ll do it right in front of a cop car—buying heroin or methamphetamine with Tide,” said Detective Rick Blake of the Gresham Police Department. “We would see people walking down the road with six, seven bottles of Tide. They were so blatant about it.”

9737: Ida Chacon Says Adios To P&G.

From Advertising Age…

P&G Multicultural Exec Ida Chacon Joins Latinum

As VP-Marketing at Hispanic Business Network, She’ll Help Marketers Grow in Latino Market

By Laurel Wentz

A well-known Procter & Gamble multicultural executive, Ida Chacon, is joining the Latinum Network in the newly created role of VP-marketing and commercial solutions. Ms. Chacon was P&G’s multicultural marketing capabilities manager, working with the marketer to develop its ethnic strategy, manage relationships with U.S. Hispanic agencies, and consult on Hispanic efforts for individual brands.

Latinum is a business network that helps marketing executives understand and take advantage of the U.S. Hispanic market through research, analysis and collaboration. About 85 companies, including P&G, have joined so far.

“Ida will be responsible for three things,” said David Wellisch, Latinum’s founder. “We generate a lot of insights and strategies, and then work individually with our [member] companies to make sure they get incremental ROI. That’s not that different from what she was doing at P&G.”

Ms. Chacon will also help facilitate member companies’ sharing best practices, Mr. Wellisch said. In addition, she’ll assist companies in finding the right partners for commercial collaborations, in which two marketers team up on an initiative in order to “decrease costs and increase ROI,” he said.

Ms. Chacon spent 13 years at Procter & Gamble, the biggest U.S. Hispanic advertiser. The marketer used to have a separate U.S. Hispanic business unit, based in Puerto Rico, but made a major shift a few years ago to disband the unit and put more of the responsibility for Hispanic marketing at the individual brand level, with advice and guidance from a Center of Expertise.

Because P&G invests so much money in so many brands in the U.S. Hispanic market, its multicultural executives are highly regarded. Graciela Eleta, who headed P&G’s U.S. Hispanic efforts for many years and left the company in 2007, was snapped up by Univision Communications. Ms. Eleta has been Univision’s SVP-brand solutions for four years, helping the Spanish-language media group to attract more advertisers to the U.S. Hispanic market.

P&G’s multicultural efforts are led by Alexandra “Alita” Vegas, director of multicultural business development for North America since December 2009. Ms. Vegas joined P&G in her native Venezuela in 1994. Before taking the U.S. Hispanic role two years ago, she was managing director-hair care in Greater China.