Compartiendo entre Amigas launches on Univision.

For the first time ever, Univision Communications Inc. has partnered with an advertiser, The Clorox Company, to co-develop original content while simultaneously creating an interactive platform through which Latinas can discuss topics relevant to their lives. Based on the insight that much of what a Hispanic woman knows about running her home is learned from her family and social network, “Compartiendo Entre Amigas” (Sharing Among Friends) will encourage and empower women of all ages to share stories that will help improve their everyday lives. The multi-platform deal between The Clorox Company and Univision was negotiated by OMD, along with their agency partners OMD Latino and Alma DDB.

Consistent with the mission of The Clorox Company, the initiative will help “make everyday life better, every day.”  Clorox Regular-Bleach and Pine-Sol Cleaners will be the primary products integrated into content that will run concurrently across the Spanish-language media company’s Univision Network, Univision Radio and Univision.com. Two beloved Univision Network personalities – Giselle Blondet and Karla Martinez – will participate in the program.
 
“We are thrilled to partner with Clorox as they look to deepen their connection with Hispanic women,” said David Lawenda, president of Advertising Sales and Marketing, Univision Communications Inc. “This year-long marketing partnership will enable Clorox to develop an ongoing dialogue with Latinas by leveraging the strength of the Univision brand and the reach of our media platforms.”

“Compartiendo Entre Amigas is a unique opportunity to connect Clorox brands with the Hispanic consumer in a way that goes beyond traditional advertising.  We are excited to partner with Univision to develop something meaningful and rewarding for the Latina community,” says Ellen Liu, director of Media, The Clorox Company.

The woman’s initiative will launch with “Intimamente…Compartiendo Entre Amigas” (“Intimately… Sharing Among Friends”), a one-hour Univision-produced primetime special with presenting sponsor Clorox and hosted by Blondet, airing on Saturday, January 30th from 7-8:00 p.m. ET/PT.   Clorox Regular-Bleach and Pine-Sol ® Cleaners will be featured during two extended integrations in the show, and celebrity guests appearing on the special will share their inspirational stories and field questions from members of the audience.  Guests will include several Latin mega-stars, including telenovela actress Victoria Ruffo, singer Graciela Beltrán, Horóscopos de Durango and Bobby Pulido; it will also feature Martinez. Audience members will have the opportunity to share in a question and answer session with the host and special guests.
 
“OMD is pleased to showcase this breakthrough multi-platform program, based on our Clorox client’s specific brand goals,” said Chris Geraci, OMD’s managing director of National Investment. “We are honored to be a part of this bigger team effort, one that includes OMD Latino and Alma DDB and one continually elevating, extending and enhancing an original creative concept co-developed with our partners at Clorox and Univision.”

Beginning the week of February 1st, “Compartiendo Entre Amigas” branded segments hosted by Martinez will air regularly on Tuesdays on the popular morning show “Despierta América” (Wake-Up America). Additionally, Clorox will be featured in branded promos running on the Univision Network to drive participation to all platform initiatives.

“Compartiendo Entre Amigas” has a dedicated section at www.compartiendoentreamigas.com that will feature video of the Clorox-branded “Despierta América” segments.  Plus, Martinez is hosting a blog and directly engage users on forums.  Additionally, Univision.com is promoting a sweepstakes offering the grand prize winner a trip to Miami to meet the morning show’s on-air talent.  A wide assortment of fixed and rotational co-branded media is being targeted throughout Univision.com, encouraging users to continually visit the site for information.
 
Univision Radio will create bi-weekly 90-second capsules echoing the themes that are most relevant to Latina women today. Martinez introduces the capsules which will run at the same time on each station for three days a week over a 26-week period.