"Dichos" are easily remembered, homespun, 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.
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 in the rest of 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.
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