Scott Brand’s ‘Comparte tu Dicho’ win a Gold Reggie.

The Scott brand’s successful “Comparte tu Dicho” (Share Your Sayings) Hispanic marketing campaign, which celebrates the traditions and common sense of the Latino community, has garnered the 2008 Gold Reggie for multicultural marketing. The award was presented to the Scott brand and its agency partner, MASS Hispanic Marketing, out of Miami, at the Promotion Marketing Association’s (PMA’s) 25th annual award ceremony, held recently in Chicago.

“Winning a Gold Reggie is a great testament to the kind of exciting programs the Scott brand is executing and the kind of industry recognition we are gaining as a result of the brand’s Hispanic outreach initiatives,” said Wendy Jacobson, Consumer Promotion Marketing Manager for the Scott brand.

“Dichos,” or Spanish-language sayings, are treasured, common-sense phrases that are passed down in the Hispanic community, from generation to generation (i.e. “The early bird catches the worm”). In 2007, the Scott brand launched the world’s first interactive online dictionary of “dichos” – dubbed the DICHONARIO – at ScottSentidoComun.com http://www.scottsentidocomun.com/> .

Throughout the campaign’s four-month run, consumers were invited to help compile the DICHONARIO through many engaging experiential events, including online, at-store, festival and interactive radio activities, plus a three-market PR campaign that included dueling mariachi bands singing “dichos”-infused lyrics. By the end of the campaign, more than 100,000 “dichos” were generated. More importantly, sales of Scott branded products in Hispanic sections of Los Angeles increased significantly both versus the pre-promotional period, and overall. In-store promotions offering product samples and other prizes supported the effort at key retailers.

“The program has enabled the Scott brand to deliver information to our consumers that is both relevant and meaningful, resulting in double-digit increased sales and awareness of Scott brand products,” said Jacobson.

According to Odette Hasbun, Vice President, Client Services, at MASS, “We were successful because we were able to leverage a relevant, powerful insight to connect with Hispanic passion points — in both expected and unexpected ways.”