Univision Communications and The Clorox Company Collaborate on Second Annual Primetime Special “Intimamente… Compartiendo Entre Amigas” (Intimately… Sharing Among Friends)

Univision Communications Inc. today announces 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.
About Univision Communications Inc.
Univision Communications Inc. (UCI) is the premier media company serving Hispanic America. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the U.S. reaching 97% of U.S. Hispanic households; TeleFutura Network, a general-interest Spanish-language broadcast television network, reaching 86% of U.S. Hispanic households; Galavisión, the country’s leading Spanish-language cable network; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Company’s platforms; Univision Local Media, which owns and/or operates 62 television stations and 70 radio stations in major U.S. Hispanic markets and Puerto Rico; Univision Interactive Media, a network of national and local online and mobile sites including Univision.com, which continues to be the #1 most-visited Spanish-language website among U.S. online Hispanics, Univision Móvil, a longstanding industry-leader with unique, relevant mobile products and service, and Univision Partner Group, a specialized advertising and publisher network; and TuTv, U.S. outlet for pay television channels of Mexico-based Grupo Televisa. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit www.univision.net.

About The Clorox Company
The Clorox Company is a leading manufacturer and marketer of consumer products with fiscal year 2010 revenues of $5.2 billion. Clorox markets some of consumers’ most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works® natural home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration products, Glad® bags and wraps and containers, and Burt’s Bees® natural personal care products. With approximately 8,300 employees worldwide, the company manufactures products in more than two dozen countries and markets them in more than 100 countries. For more information about Clorox, visit www.TheCloroxCompany.com.

About OMD
OMD is  the largest and most innovative media marketing company in the world, with more than 8,000 employees in 97 markets serving many of the most successful and well-known global brands.  OMD is recognized for its global footprint, strategic integration and creativity; and has been rated as the Most Creative Media Agency by The Gunn Report for an unprecedented five consecutive years; Adweek Global Media Agency of the Year for 2008 and 2009; and 2009 Media Agency of the Year by Advertising Age.  OMD is a unit of Omnicom Media Group, the media services division of Omnicom Group Inc. <www.omnicomgroup.com/> (NYSE: OMC)

Leave a Reply