IKEA premiers set designs @ Telemundo’s ‘Dame Chocolate’.

IKEA announced it has teamed up with Telemundo for the network’s highly anticipated novela, “Dame Chocolate.” IKEA has fashioned two bedroom sets that will be featured throughout the novela, designed to reflect the culturally distinct style of two of the Latina characters. “Dame Chocolate” is broadcast Monday through Friday at 7pm ET/PT.

In collaboration with Telemundo Studios, IKEA worked closely with the producers of “Dame Chocolate” to create specially designed bedrooms for the characters “Samantha”, played by Karla Monroig, and “Grace”, played by international star Kristina Lilley. The novela follows the adventures of a young girl caught between two irresistible forces: love and chocolate. When her grandfather -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” is led by a stellar cast including Carlos Ponce, Genesis Rodriguez, María Antonieta de las Nieves (“La Chilindrina”), Héctor Suárez, Kristina Lilley, Ricardo Chávez, Khotán, and Karla Monroig, among others.

The set designs consist of IKEA modern furnishing designs appealing to the contemporary tastes of the Latina women. In addition, the rooms are carefully accessorized with a unique range of bright colors and bold designs and materials that help create an atmosphere as the telenovela’s storyline unfolds. (Sample IKEA set design photos and product list are attached).

IKEA will feature the “Dame Chocolate” stars’ bedroom designs at select IKEA stores in Califorina, Texas, and New Jersey, among others. Customers can buy the furnishings to replicate the designs from the telenovela in their homes. Shoppers will also have the opportunity to enter a sweepstakes to win a gift certificate to recreate the “Dame Chocolate” IKEA bedroom designs. In addition, over the next several weeks viewers will see program vignettes showcasing the bedrooms’ design furnishings and design tips. The vignettes are hosted by the telenovela celebrities Karla Monroig (“Samantha”) and Kristina Lilley (“Grace”).

“We are thrilled to work with Telemundo on the bedroom set designs for ‘Dame Chocolate’,” said Maria Lovera, IKEA deputy marketing manager. “Our designs on the telenovela capture and inspire the distinct spirit that Latinas build into the décor of their homes. Bringing sets from ‘Dame Chocolate’ into IKEA showrooms allows Latinas to recreate the world of the telenovela at home. Notably, we are proud to provide a wide range of beautiful, quality and affordable home furnishings that reflect their culture and life style.”

“As producers of our own content, we offer a wide variety of innovative solutions and opportunities to our clients to feature and market their products,” said Steve Mandala, senior vice president, Sales and Marketing, Telemundo and NBC Universal Networks. “This partnership with IKEA is just another example of the special integration capability only Telemundo can offer.”

The integration of the set designs into “Dame Chocolate” is just one way IKEA is reaching out to the Latina community. An integrated marketing campaign includes television, radio, print, out-of-home advertising, store events, and public relations to educate Latina customers on the IKEA shopping experience as well as the wide range of home furnishings and solutions.