Scott, manufacturer of toilet paper and paper towels, wants U.S. Hispanics to know it understands them. That’s why in April it is launching a trans-national event effort in support of its “Dichonario” project.
The campaign focuses on collecting popular dichos, or sayings, of U.S. Hispanics. What started out on the web at www.ScottSentidoComun.com , has grown into this traveling event that will make stops in Phoenix, San Antonio, Dallas, Houston and New Orleans, collecting more dichos from consumers before arriving in Miami in June.
Scott will launch the effort at its own branded event, Feria del Dicho 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.
The idea is to connect with Hispanic consumers in a fun and different way, developing a bond with them by sharing in their cultural heritage, said Wendy Jacobson, Consumer Promotion Marketing Manager for Scott.
Scott products are produced by Kimberly-Clark, which conducts the “Madre y Mujer” initiative, whose mission is “to provide practical, everyday solutions to Hispanic women in an effort to improve their quality of life and that of their families.”