You might have read it all over the place: Procter & Gamble Co. this month said it will focus all its marketing efforts surrounding its Gain dishwashing liquid on the growing Latino market.

And why not? Latinos are, like, hugely important. Not only we are the changing face of America, but as Kirk Perry, P&G vice president for North America, puts it: “We think there’s a huge upside to that market.”

There is so much enthusiasm around this plan, that the company has even started to make up “Spanish” words, such as “desigñadora” de aroma para el “logar.”

[At least they made sure to include an “ñ”]

Way to go, Gain!