Scott Brand’s ‘Comparte tu Dicho’.
July 29, 2007
Latino culture is at the heart of Scott Brand’s latest national Hispanic marketing initiative. The campaign dubbed, “Comparte tu Dicho” (Share your Dicho), seeks to compile the world’s first dicho-nary, or dictionary of Spanish-language proverbs.
Dichos are easily remembered, home-spun, common-sensical verbal treasures that punctuate most Latinos’ daily conversations. They are also a deeply rooted tradition common to all Hispanics, which have been handed down by word of mouth through the generations. Scott, the common-sense brand, designed its Hispanic campaign around them because of the popular collective wisdom they contain.
The initiative created by Miami-based MASS Hispanic Marketing, will be driven primarily by radio in Los Angeles, Houston and San Antonio, and by internet and in-store events throughout the country. It will ask consumers to share some of their favorite dichos for a chance to win daily prizes, as well as a $3,000 grand prize, two $500 first prizes, and a year’s supply of Scott bathroom products. Consumers looking to participate can look for rules at participating stores, or by visiting www.ScottSentidoComun.com http://www.scottsentidocomun.com/> .
“Scott has established a very strong connection with consumers in the general market as the common-sense choice – the brand that delivers what it takes to get the job done, for people who want substance, value and quality,” explained Wendy Jacobson, Consumer Promotion Marketing Manager for Scott. “We hope to further extend that connection to Latino consumers by celebrating cherished traditions such as dichos, and helping them thrive.”
“Dichos embody the common sense of our community,” said renowned Hispanic radio psychologist Dr. Isabel Gómez-Bassols, spokesperson for Kimberly-Clark’s multi-brand Hispanic initiative, “Madre y Mujer,” which includes Scott products. “By compiling them into a book that will be accessible to future generations, Scott will be helping to preserve a very important and precious part of our cultural legacy.”
