Caress(R) and Univision's Groundbreaking Novela Goes From Online to the TV Screen
21 Dezember 2007 - 7:02PM
PR Newswire (US)
For the First Time Ever, Univision Brings Brand Integrated Novela
that Aired Online to National TV GREENWICH, Conn., Dec. 21
/PRNewswire/ -- Unilever, the makers of Caress(R) body washes and
beauty bars and Univision, the nation's leading Spanish-language
broadcast network, are bringing the network's first-ever novela to
air online to the TV screen. The six-episode novela, "Mi Adorada
Malena" (My Beloved Malena), which originally debuted online at
Univision.com in July, was created to help launch Caress(R) Exotic
Oil Infusions body washes and celebrate strong and enchanting
Latinas. It was so successful with online viewers that "Mi Adorada
Malena" will premiere on the Univision Television Network in a
one-hour special on December 22nd at 1:00pm EST. "As part of
Unilever's commitment to reaching the Hispanic consumer, we are
thrilled to be a part of a revolutionary novela that has resonated
so well with online viewers and will now be brought to national
television," said Rob Master, Unilever Media Director North
America. "Caress encouraged women to unleash their mysterious sides
through passion and romance with this novela and the nationally
televised broadcast is the perfect way to extend the excitement
even further." "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 Olavarria, former Miss Puerto Rico and Miss
Universe 2005(R) first runner-up, made her novela debut as the
female lead. Julian 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
fiancee and a prominent psychiatrist who has a secret to hide. The
novela was truly interactive and allowed viewers to interact with
the episodes, characters and the Caress brand like never before.
For the first time ever in Univision's novela history, viewers were
able to vote on one of two alternate endings and choose what they
thought was the best fate for the lead character. Other exciting
elements included free sample giveaways of the popular Caress
Exotic Oil Infusions body washes and a weekly sweepstakes with a
grand-prize three-day trip to NYC to see a performance by Latin
music sensation Anais. "'Mi Adorada Malena' is proof of our
continued commitment to leveraging all our assets for our
advertising partners," said David Lawenda, President of Advertising
Sales, Univision Communications Inc. "We are excited to continue to
work with Unilever in finding new ways to connect with our
audiences." About Univision Communications Inc. 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; Galavision, the country's leading Spanish-language
cable network; Univision Television Group, which owns and operates
64 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 http://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
http://www.univision.net/ About Caress(R) Caress(R), 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(R) 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
http://www.caressskin.com/. About Unilever Unilever
(NYSE:ULNYSE: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 160 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 http://www.unileverusa.com/. CONTACT: Buffy
Hersly Stacie Bright Weber Shandwick Unilever 212-445-8133
203-625-1130 DATASOURCE: Caress CONTACT: Buffy Hersly, Weber
Shandwick, +1-212-445-8133, ; Stacie Bright, Unilever,
+1-203-625-1130 Web site: http://www.univision.com/
http://www.unileverusa.com/ http://www.caressskin.com/
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