Scott Hispanic Marketing Campaign Goes Mobile as Dichonario Prepares to Embark on Cross-Country Road Trip

March 24, 2008
Press Release

The world’s only dictionary of Spanish-language sayings, or dichos, will go mobile, next month, roaming the streets of Los Angeles’ Hispanic neighborhoods for several weeks, before setting off on a six-week-long, cross-country road trip. Along the way, the first-ever Roaming DICHONARIO will make stops in Phoenix, San Antonio, Dallas, Houston and New Orleans, collecting more dichos from consumers before arriving in Miami in June.

Dichos are Spanish-language sayings – nuggets of popular wisdom, which pepper everyday conversations among Hispanics the world over. Traditionally, they are handed down through the generations by word of mouth. Last fall, the Scott brand of bath tissue and paper towels, with the help of Miami-based MASS Hispanic Marketing, kicked off a national drive to compile them into dictionary form. As the brand that understands common sense, the Scott brand wished to appeal to Hispanic consumers by celebrating their common sense and traditions, and making dichos accessible to future generations. The result was the launch of the Scott brand DICHONARIO, an interactive depository of Hispanics’ collective common sense that has become a cultural phenomenon, generating thousands of contributions from Latinos throughout the country. It can be found at www.ScottSentidoComun.com .

“One could say the launch of the DICHONARIO unleashed a dicho-mania in our community,” remarked renowned Hispanic radio psychologist, Dr. Isabel Gomez-Bassols, spokesperson for Kimberly-Clark’s multi-brand Hispanic initiative, “Madre y Mujer,” which includes Scott brand products. “Everyone seems to want to get in on the fun, while helping compile this important and precious part of our cultural legacy.”

“The idea of compiling dichos in dictionary form struck a chord with our Latino consumers,” said Wendy Jacobson, Consumer Promotion Marketing Manager for the Scott brand. “It connected with our target market at a very personal level. This year, we’re seeking to make the DICHONARIO even more inclusive, by bringing it out of cyberspace, and into the hearts of some of the country’s largest Hispanic communities.”

The ROAMING DICHONARIO will be unveiled on April 5, at the first Scott brand Feria del Dicho (Festival of Dichos) in LA’s Hollenbeck Park. It will consist of a colorful fleet of 15 branded motor scooters, each pulling a small trailer housing interactive, portable computers for gathering consumers’ dichos. More than 1,000 persons, including press, celebrities and local politicians are expected to come out for the event.