Kimberly-Clark Compiling 'Dicho-nary' In Hispanic Promo

  • August 28, 2007
Kimberly-Clark's Scott Brand has launched an interactive promotional campaign designed to celebrate and validate the common sense and traditions of Latino culture. The campaign, "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, 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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