Univision & Clorox team-up again on Intimamente… Compartiendo Entre Amigas.

Univision Communications Inc. announced the second annual primetime special “Intimamente… Compartiendo Entre Amigas” (Intimately… Sharing Among Friends). Hosted by beloved Univision personality Giselle Blondet, the special will air on Saturday, April 30, 2011, at 7:00 p.m. ET/PT.
 
The special is part of a cross platform content initiative co-developed with The Clorox Company echoing themes that are most relevant to Latina women today. 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” establishes a stage where women can share and discuss stories that help improve their everyday lives.
 
“Compartiendo Entre Amigas” includes branded segments on Univision’s “Despierta América (Wake-Up America), a dedicated site on Univision.com with monthly online and mobile polling events, an online video upload contest, as well as vignettes on Univision Radio. 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 are the primary products integrated into the content. The deal between The Clorox Company and Univision was negotiated by OMD and OMD Latino.
 
“After last year’s program, our Latina consumers wanted more practical information about maintaining healthy and happy lives and homes – and we were happy to once again partner up with Clorox to serve them,” said David Lawenda, president of Advertising Sales and Marketing, Univision Communications Inc. “We will keep the conversation going across all of our platforms and continue to connect Latinas to each other and our marketing partners.”
 
“We are delighted to have the opportunity to partner with Univision for the second consecutive year to co-produce this great property that truly provides a platform to share and learn together,” said Lupe De Los Santos, group manager, Hispanic Marketing Communications, The Clorox Company. “‘Compartiendo Entre Amigas’ is all about empowering Latinas in a real and authentic way beyond traditional advertising.”
 
“For a second year, OMD is pleased to partner with Univision in the production of this hugely entertaining content, centered on our Clorox client’s specific brand objectives,” said Chris Geraci, OMD’s president of National Investment. “We, along with our sister agency OMD Latino, were more than pleased with the success of last year’s show and look forward to building on its momentum.”
 
The primetime special will center on the theme of sharing advice and helpful information with participation from celebrity guests such as singer and Latin GRAMMY Award winner Ana Barbara, “Despierta América” co-host Karla Martinez, Eva Luna’s most recent success Blanca Soto, singer Diana Reyes and actress Roselyn Sanchez. There will also be a performance by musical guest, El Chapo, and a special duet to end the show between Ana Barbara and Diana Reyes.
 
Additionally, celebrity guests will take questions from members of the studio audience. Also included are on-the-street interviews with women discussing how they run and manage their households. Clorox Regular-Bleach and Pine-Sol Cleaners will be featured throughout various parts of the show.
 
The special will also feature “Tu Mundo Tu Voz” (Your World Your Voice), an interactive contest where viewers are encouraged to upload a video onto Univision.com featuring a question they would like to ask Martinez. The winner of the video upload contest gets to fly to Miami and interview Martinez.
 
“Compartiendo Entre Amigas” branded segments hosted by Martinez air regularly on Tuesdays on “Despierta América.” Throughout each month, Martinez poses a question to “Despierta América’s” audience where they are invited to respond via their mobile devices or through Univision.com.
 
“Compartiendo Entre Amigas” has a dedicated community site on Univision.com (www.CompartiendoEntreAmigas.com) that features video of the “Despierta América” segments, plus a blog hosted by Martinez. Univision Radio is also running bi-weekly 90-second capsules which air at the same time on each Univision Radio station for three days a week.
 
Clorox is featured in branded promos running on the Univision Network to drive participation to all platforms. 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.