Clorox Mixes Bleach and Chocolate -- in a Telenovela

Integrates Glad, Pine-Sol, Others Into Telemundo Show 'Dame Chocolate'

NEW YORK (AdAge.com) -- The next blockbuster Spanish-language telenovela is a dramatic tale of passion, betrayal, tragedy -- and Clorox.

Tight integration
Telemundo's "Dame Chocolate" ("Give Me Chocolate") will launch in mid-March with Clorox so tightly integrated into the soap opera that plot twists and characters' lives literally hinge on the effectiveness of the brand's products.

Although the soap will air first in the U.S. Hispanic market, Clorox is eyeing the thriving novela export market that will take "Dame Chocolate" to potential Clorox customers in 30 or more countries. "We were approached by Clorox and its agencies to find a way for Clorox to integrate itself into our novelas," said Steve Mandala, exec VP-sales of NBC Universal-owned Telemundo.

DDB Worldwide
Fire Advertainment, a Buenos Aires-based branded-content company in which DDB Worldwide has a 40% stake, took the concept to international Clorox executives, who sold it to U.S. management as a great global opportunity that would work in the U.S., too. DDB agencies were also involved, and Clorox's Hispanic agency, Dieste Harmel & Partners, Dallas, did U.S. Hispanic planning.

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