Ensueno Mobile Campaign Lets 'Abuelas' Decode Your Laundry Tags
AlEn USA’s Ensueno is blending cultural nostalgia and humor in a new mobile-first campaign that turns confusing laundry care tags into an engaging, educational experience — with help from a trusted source: "abuelas" (grandmothers). The initiative also includes a retail overlay at fellow Texas-based company H-E-B.
“Oftentimes, the symbols on a laundry care tag can seem like hieroglyphics,” Ensueno said in a media release shared with P2PI. “It can feel like you’re trying to crack a secret code.”
The “Abuela Tag Reader” digital tool is designed to decode laundry care symbols through on-demand video guidance from real-life grandmothers. The experience mixes personality with clarity, offering best practices for washing, drying and handling garments with the sass and warmth traditionally associated with abuelas.
“In Latino culture, there’s an abuela way to do your laundry and a wrong way to do your laundry,” Cristina Mustieles, senior brand manager at Ensueno, said in the release. “These matriarchs have decades of experience, so what better way to share ‘expert advice’ than by having it come from the true, original source? There’s a sense of love there; they want you to succeed. But there’s also some spice — they’ll call you out if you do it wrong or don’t listen. This is such a fun campaign because it really strikes that balance between being a helpful resource and the nostalgia of your own grandmother scoffing as if she were the one teaching you.”
Consumers can visit AbuelaTagReader.com on their mobile device to scan laundry care tags with symbols. The website provides instant video explanations from abuelas covering what each symbol means, how to wash and dry properly and what to avoid. The tone is both educational and cheeky, echoing the blunt affection many associate with their grandmothers.
The activation also serves up a promotional element: a $2 coupon for select Ensueno products at H-E-B, available while supplies last. Ensueno will also roll out pallet displays in select H-E-B stores with a QR code for shoppers to engage with, the brand told P2PI.
As more shoppers seek culturally resonant, experience-driven interactions, Ensueno’s Abuela Tag Reader campaign stands out by blending brand storytelling with functional digital utility. It builds on the brand’s heritage while creating a modern, mobile-native way to connect with consumers — especially younger generations who may be doing laundry on their own for the first time.
Also Read: Shining a Light on Hispanic Grocery — We examine the growing impact of Latino consumers in the channel as well as marketers’ needs to deepen their connections with these shoppers.
