"We have in-market local radio DJs talking about our programming ahead of the event and at the event," said Marla Rappaport, associate brand manager for Scott. "And what happens is that radio host will call the radio host in the next city and pass the good vibe, or pasa el buen rollo."
The campaign is also encouraging consumers to share their stories of "dichos," or proverbs, and how they live out these sayings—Rappaport mentioned "he who always saves, always has" as an example—in their daily lives. Hispanic radio psychologist Dr. Isabel Gomez-Bassols, a spokeswoman for various Kimberly-Clark brands, will be making appearances on radio shows to take callers who can share their dicho stories. Consumers can also share their stories in-store, at the events, or online, where consumers can send eDichos and eBuen Rollos to friends and family, spreading the messaging of the campaign.
"[The campaign is] building brand awareness and loyalty with the Hispanic consumer, but also helping to drive Hispanics to our retailers that are participating in this program and giving [them] a culturally-relevant shopping experience," Rappaport said. Scott is also giving back to the communities, donating $5,000 to a center in each city that helps decrease the school drop-out rate for Hispanics.
"El Buen Rollo" also literally means "a good roll of paper," said Sergio Lopez-Miro, president of Hispania PR, and the Scott brand is playing off of that double-meaning in its campaign, with a giant toilet-paper roll piñata accompanying the campaign across the country. Hispania PR is the Hispanic PR AOR for Kimberly-Clark's overall Hispanic outreach programming, and Mas Communications is also helping with the in-store activation.
The events will give consumers a chance to not only share their dicho stories, but also play games and interact with retailers."It's a perfect opportunity to illustrate this concept in a fun and very culturally-relevant way," Lopez-Miro said. He added that the agency is reaching out to Hispanic print, TV, and radio outlets with media outreach.