Clorox & Univision partner on ‘Íntimamente… Compartiendo Entre Amigas’.
March 29, 2013
Univision Communications Inc. announced the premiere of the fourth annual primetime special “Íntimamente… Compartiendo Entre Amigas” (Intimately… Sharing Among Friends), in partnership with The Clorox Company and co-produced by Televisa. Hosted by beloved Univision personality Karla Martinez, host of “Despierta América” (Wake-Up America) and Televisa’s Andrea Legarreta, host of “Hoy” (Today), the one-hour special will air on Saturday, April 27 at 7 p.m. ET/PT, with repeats beginning Sunday, April 28 on Univision tlnovelas.
This original 360-degree concept was conceived on behalf of Clorox by both Univision and Clorox’s media agencies, OMD and OMD Latino. Clorox Regular-Bleach and Pine-Sol Cleaners are the primary products integrated into the content.
“Univision’s partnership with Televisa once again brings a powerful opportunity to build branded content to reach Hispanic America,” said Steve Mandala, executive vice president, Advertising Sales, Univision Communications Inc. “The Clorox Company clearly recognizes the value Univision and Televisa provides in reaching this key audience, and we are proud to serve as their partner in celebration of Hispanic moms, women and family traditions.”
“Through the ‘Íntimamente… Compartiendo Entre Amigas’ partnership we have been able to connect and celebrate the identity, heritage and culture of Latinas and their families” said Lupe De Los Santos, group manager, Hispanic Entertainment Marketing at The Clorox Company. “This program provides a unique platform for us to engage with the Hispanic community in a meaningful and culturally relevant way.”
“Our level of commitment to this program is evident through the energy and effort we’ve all invested to bring the ‘Entre Amigas’ creative vision to life,” said Marissa Nance, director of Multicultural Marketing and Branded Entertainment for OMD. “Our desire continues to be providing the highest level of entertainment to our consumers and with the added support of our newest partners at Televisa, we certainly achieved our goal again this year.”
“Íntimamente… Compartiendo Entre Amigas” will once again celebrate women everywhere by highlighting advice and traditions that generations of Latinas regularly share with their family and friends. As in past years, the special will feature celebrity guests including novela stars Angelica Maria, Angelica Vale, Leticia Calderon and Chantal Andere.
In the spirit of sharing, the special continues its unique tradition of providing the viewing audience the opportunity to personally interact with hosts Karla Martinez and Andrea Legarreta and other celebrity guests through a Q&A segment. Also included are on-the-street interviews hosted by Clorox ambassador and lifestyle expert Claudia Caporal with real women discussing what they admire most about their mothers.
This year’s “Íntimamente… Compartiendo Entre Amigas” special will also serve as the launch to a consumer sweepstakes. Visitors to the dedicated site online will be invited to register for a grand prize trip for two to Miami to visit Univision Studios, meet lifestyle expert Claudia Caporal and $500. Secondary winners of the sweepstakes will receive Clorox products and a signed copy of Claudia Caporal’s book “La Jefa de la Casa” (The Boss of the House).
The special is a feature in the ongoing “Compartiendo Entre Amigas” cross platform content initiative co-developed with Clorox. The platform promotes themes relevant to today’s Latinas, with four segments a month on “Despierta America,” a dedicated site on Univision.com and at CompartiendoEntreAmigas.com, a Facebook page and custom monthly vignettes hosted by Karla Martinez on Univision Radio.
Based on the insight that much of what Hispanic women know about running a home is learned from her family and social network, “Compartiendo Entre Amigas” establishes a stage where women can share and discuss stories that help improve their everyday lives and the lives of their families.