Kimberly-Clark is compiling a dicho-nary (a dictionary of Spanish proverbs). On the surface, it seems like a weird concept: Have people submit idioms, in hopes that they'll win toilet paper. They even suggest that parents can feel good because they're sharing their culture and tradition with their kids before they send in that phrase in hopes of winning something.
Digging deeper, I have to say that I take issue with their premise. (And not just because it's evil marketers doing what evil marketers do.)
They are also a deeply rooted tradition common to all Hispanics, which have been handed down by word of mouth through the generations.(Them's extremely broad strokes that you're using to paint all Hispanics.) Oh, that dicho. Of course ... I know it because my mother's culture is identical to the culture of all other Hispanics, but I only halfway remember it 'cause I'm only half Hispanic.
Kimberly-Clark Compiling 'Dicho-nary' In Hispanic Promo
Tuesday, Aug 28, 2007 5:00 AM ET
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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