Caress(R) And Univision Launch Groundbreaking Novela
09 Juli 2007 - 2:30PM
Business Wire
Caress� and Univision have jointly produced a groundbreaking
interactive novela entitled Mi Adorada Malena (My Beloved Malena),
which fully integrates a brand into the storyline and offers
viewers two alternate endings to vote on. This is Univision�s first
novela ever to air on Univision.com and will premiere in short form
on July 10th on the network�s highly rated primetime slot and run
in full form every week on the website. The six-episode novela
celebrates strong and enchanting Latinas. It also features the new
Caress Exotic Oil Infusions body washes that help women unleash
their own mysterious and enchanting sides. According to Rob Master,
Unilever U.S. Marketing Director, Caress: �Hispanic women know how
to unleash their mysterious, enchanting sides through passion and
romance. As part of Unilever�s commitment to reaching the Hispanic
consumer, Caress is thrilled to join forces with Univision to
introduce a groundbreaking, interactive novela that engages the
viewer in a unique experience." �Mi Adorada Malena� incorporates
the drama, intrigue and romance typical of the genre, while also
introducing Caress Exotic Oil Infusions body wash as a key element
to the plot. The drama focuses on �Malena Ferreira,� a strong,
beautiful and exotic woman who is also a famous Caress Exotic Oil
Infusions spokesmodel. Rising star Cynthia Olavarr�a, former Miss
Puerto Rico and Miss Universe 2005� first runner-up, makes her
novela debut as the female lead while Juli�n Gil and Bernie Paz
complete the suspenseful love triangle. Gil is �Cristobal Carvajal�
and �Mateo,� Malena�s secret admirer who takes on a dangerous job
that impacts the outcome of the story. Paz plays �Leonardo Del
Castillo,� Malena�s fianc�e and a prominent psychiatrist who has a
secret to hide. �Univision is proud to partner with Caress on this
exciting and innovative project," said Dennis McCauley,
Co-President of Network Sales, Univision Networks. �Caress joins
Univision in our commitment to provide Hispanic viewers with
compelling Spanish-language programming that meets their
preferences, entertainment and information needs.� Promoting the
novela In joint collaboration, Caress and Univision will leverage
the network�s properties and the brand�s multiple marketing
channels, which include: Weekly TV promotional spots for each new
episode that will premier during a primetime novela on Univision,
and across Galavisi�n and TeleFutura Online video advertising,
including a dedicated mini-site on Univision.com (Uniclave: Malena)
that will feature full episodes, behind the scenes and weekly prize
drawings* Promotional print ads running in People en Espa�ol, Mira!
and TV Y Novelas with a special advertorial partnership with
TVNotas to provide weekly storyline updates Univision Radio spots
across the top 25 Hispanic markets will tease new episodes every
week to maximize buzz Grand prize sweepstakes* at Univision.com and
through radio promotions on Univision Radio stations across the
country -- Multiple grand prize winners will receive a trip to see
an exclusive VIP concert experience with a renowned Univision Music
recording artist -- Exclusive ringtone giveaways and text message
alerts for upcoming episodes Cross promotion via Unilever�s Vive
Mejor platform Helping Women Unleash Their Mysterious and
Enchanting Sides Caress Exotic Oil Infusions body washes and beauty
bar include a luxurious combination of cream and exotic oils and
leave skin beautifully silky and smooth to help women enchant
everyone around them. The cream oil body washes are available in
two variants, Moroccan and Japanese (SRP $3.99). The cream oil bar
is available in Moroccan (2-bar - SRP $2.99, 4-bar - SRP $3.99,
6-bar - SRP $4.99 and 8-bar - SRP $6.49 packages). *No purchase
necessary. Sweepstakes ends August 27, 2007. Must be 21 years or
older to enter. Visit Univision.com for official rules and how to
enter. Void where prohibited. About Caress Caress�, the beauty
brand known for products that leave skin silky soft and smooth,
offers an exceptional variety of moisturizing beauty bars and body
washes that embrace the playful side of beauty. A global Unilever
brand and trusted name for more than 30 years, Caress� is the No. 2
beauty bar in the market and known for its original bar, Daily
Silk. Caress is available in food, drug, mass outlet, club and
value stores nationwide. For more information, please visit
www.caressskin.com. About Univision Univision Communications Inc.
is the premier Spanish-language media company in the United States.
Its operations include Univision Network, the most-watched
Spanish-language broadcast television network in the U.S. reaching
99% of U.S. Hispanic Households; TeleFutura Network, a
general-interest Spanish-language broadcast television network,
which was launched in 2002 and now reaches 89% of U.S. Hispanic
Households; Galavisi�n, the country�s leading Spanish-language
cable network; Univision Television Group, which owns and operates
62 television stations in major U.S. Hispanic markets and Puerto
Rico; Univision Radio, the leading Spanish-language radio group
which owns and/or operates 70 radio stations in 16 of the top 25
U.S. Hispanic markets and 5 stations in Puerto Rico; Univision
Music Group, which includes Univision Records, Fonovisa Records,�La
Calle Records and Mexico-based Disa Records as well as Fonomusic
and America Musical Publishing companies; and Univision Online, the
premier Spanish-language Internet destination in the U.S. located
at www.univision.com. Univision Communications also has a 50%
interest in TuTv, a joint venture formed to broadcast Televisa�s
pay television channels in the U.S., and a non-voting 14.9%
interest in Entravision Communications Corporation, a public
Spanish-language media company. Univision Communications 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.com. About
Unilever Unilever [NYSE: UL, UN], one of the world�s largest
consumer products companies, aims to add vitality to life by
meeting everyday needs for nutrition, hygiene and personal care.
Each day, around the world, consumers make 150 million decisions to
purchase Unilever products. The company has a portfolio of brands
that make people feel good, look good and get more out of life. In
the United States these brands include recognized names such as:
Axe, �all,� Ben & Jerry's, Bertolli, Breyers, Caress, Country
Crock, Degree, Dove personal care products, Hellmann's, Knorr,
Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle,
Suave, Sunsilk and Vaseline. All of the preceding brand names are
registered trademarks of the Unilever Group of Companies. Dedicated
to serving consumers and the communities where we live, work and
play, Unilever in the United States employs approximately 13,000
people in�more than 60 office and manufacturing sites in 24 states
and Puerto Rico � generating nearly $10 billion in sales in 2006.
For more information, visit www.unileverusa.com.
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