Clorox & Wal-Mart team up with Telemundo’s ‘Dame Chocolate’ Telenovela.

When the character Julia in Telemundo’s hit telenovela “Dame Chocolate,” needs to buy baby supplies, she will head out — without missing a beat — to her nearest Wal-Mart store.

It’s a case of “reel life” imitating real life. But it is also part of a partnership between Clorox and Wal-Mart giving the world’s largest retailer a featured role in “Dame Chocolate,” the first venture by The Clorox Company into branded entertainment in the Hispanic market.

“By partnering with Wal-Mart, we have an opportunity to bring ‘Dame Chocolate’ to life in the retail environment,” said Derek Gordon, vice president of marketing, Clorox. “It’s the perfect alignment of message at the moment of decision — in the retail aisle.”

In addition to the episode filmed at a Wal-Mart store in Hialeah, Fla., the partnership will include in-store merchandising and other “Dame”-themed related activities in-store and online.

“Wal-Mart is always looking for new and innovative ways to connect with our shoppers,” said Tony Rogers, vice president of advertising, Wal-Mart. “What we saw with ‘Dame Chocolate’ was the organic integration of our store and products into a story line that aligns closely with our mission of saving people money in their everyday purchases so they can live better lives.”

“Wal-Mart has a long heritage of commitment to the Hispanic market and ‘Dame Chocolate’ is one exciting additional initiative that builds on the existing Hispanic-focused programs,” Rogers continued.

“Dame Chocolate,” an original production out of Telemundo Studios in Florida, began airing in March and featured the return of actor and singer/songwriter Carlos Ponce to the small screen. It follows the adventures of a young woman caught between two irresistible forces: love and chocolate. When her uncle – the Chocolate King – dies, she learns she is the only one left with the secret to the chocolate recipe that earned him his empire and his millions. “Dame Chocolate” originally was scheduled for 120 episodes and has been extended to 130 episodes.

“It’s been terrific on every level, partnering with Telemundo and now Wal-Mart on this project,” said Clorox’s Gordon. “Next up for ‘Dame Chocolate’ is international syndication in several countries around the world.”