Caress and Univision launch Novela.

Caress and Univision have jointly produced a groundbreaking interactive novela entitled Mi Adorada Malena (My Beloved Malena), which fully integrates a brand into the storyline and offers viewers two alternate endings to vote on. This is Univision’s first novela ever to air on Univision.com and will premiere in short form on July 10th on the network’s highly rated primetime slot and run in full form every week on the website. The six-episode novela celebrates strong and enchanting Latinas. It also features the new Caress Exotic Oil Infusions body washes that help women unleash their own mysterious and enchanting sides.

According to Rob Master, Unilever U.S. Marketing Director, Caress, “Hispanic women know how to unleash their mysterious, enchanting sides through passion and romance. As part of Unilever’s commitment to reaching the Hispanic consumer, Caress is thrilled to join forces with Univision to introduce a groundbreaking, interactive novela that engages the viewer in a unique experience.”

“Mi Adorada Malena” incorporates the drama, intrigue and romance typical of the genre, while also introducing Caress Exotic Oil Infusions body wash as a key element to the plot. The drama focuses on “Malena Ferreira”, a strong, beautiful and exotic woman who is also a famous Caress Exotic Oil Infusions spokesmodel. Rising star Cynthia Olavarría, former Miss Puerto Rico and Miss Universe 2005(R) first runner-up, makes her novela debut as the female lead while Julián Gil and Bernie Paz complete the suspenseful love triangle. Gil is “Cristobal Carvajal” and “Mateo,” Malena’s secret admirer who takes on a dangerous job that impacts the outcome of the story. Paz plays “Leonardo Del Castillo,” Malena’s fiancée and a prominent psychiatrist who has a secret to hide.

“Univision is proud to partner with Caress on this exciting and innovative project, said Dennis McCauley, Co-President of Network Sales, Univision Networks. “Caress joins Univision in our commitment to provide Hispanic viewers with compelling Spanish-language programming that meets their preferences, entertainment and information needs.”

In joint collaboration, Caress and Univision will leverage the network’s properties and the brand’s multiple marketing channels, which include:

— Weekly TV promotional spots for each new episode that will premier during a primetime novela on Univision, and across Galavisión and TeleFutura

— Online video advertising, including a dedicated mini-site on Univision.com (Uniclave: Malena) that will feature full episodes, behind the scenes and weekly prize drawings*

— Promotional print ads running in People en Español, Mira! and TV Y Novelas with a special advertorial partnership with TVNotas to provide weekly storyline updates

— Univision Radio spots across the top 25 Hispanic markets will tease new episodes every week to maximize buzz

— Grand prize sweepstakes* at Univision.com and through radio promotions on Univision Radio stations across the country

— Multiple grand prize winners will receive a trip to see an exclusive VIP concert experience with a renowned Univision Music recording artist

— Exclusive ringtone giveaways and text message alerts for upcoming episodes

— Cross promotion via Unilever’s Vive Mejor platform