Monday, May 21st, 2012
Univision, a Spanish-language television station, has come up with the idea of integrating a new Caress brand from Unilever into its premier web telenovella. The interesting thing about that is that the Caress Exotic Oil Infusions body wash is actually a big part of the plot, with the main character in the novella playing a spokes model for the actual product.
One Ad Agency pointed out: "Caress is so woven into the plot and characters that the online back story section describes Malena’s assistant Rebeca as ‘personifying the characteristics of the Caress woman, modern and confident.’"
Rob Master is the marketing director for Caress and he pointed out that the telenovella is set to be cross-promoted all across Univision: "The hub is online but we’re bringing the storytelling to TV, print and radio."
