Clorox and Wal-Mart Team up With Telemundo on New Episodes of “Dame Chocolate” Telenovela
MIAMI--(BUSINESS WIRE)--When the character Julia in Telemundo’s hit telenovela “Dame Chocolate,” needs to buy baby supplies in tonight’s episode, she will head out — without missing a beat — to her nearest Wal-Mart store.
“We provide a special integration capability that allows partners to bring their marketing objectives to life both here in the U.S. and abroad.”
It’s a case of “reel life” imitating real life. But it is also part of a partnership between Clorox and Wal-Mart giving the world’s largest retailer a featured role in “Dame Chocolate,” the first venture by The Clorox Company into branded entertainment in the Hispanic market.
“By partnering with Wal-Mart, we have an opportunity to bring ‘Dame Chocolate’ to life in the retail environment,” said Derek Gordon, vice president of marketing, Clorox. “It’s the perfect alignment of message at the moment of decision — in the retail aisle.”
In addition to the episode filmed at a Wal-Mart store in Hialeah, Fla., the partnership will include in-store merchandising and other “Dame”-themed related activities in-store and online.
“Wal-Mart is always looking for new and innovative ways to connect with our shoppers,” said Tony Rogers, vice president of advertising, Wal-Mart. “What we saw with ‘Dame Chocolate’ was the organic integration of our store and products into a story line that aligns closely with our mission of saving people money in their everyday purchases so they can live better lives.”
“Wal-Mart has a long heritage of commitment to the Hispanic market and ‘Dame Chocolate’ is one exciting additional initiative that builds on the existing Hispanic-focused programs,” Rogers continued.
“Dame Chocolate,” an original production out of Telemundo Studios in Florida, began airing in March and featured the return of actor and singer/songwriter Carlos Ponce to the small screen. It follows the adventures of a young woman caught between two irresistible forces: love and chocolate. When her uncle – the Chocolate King – dies, she learns she is the only one left with the secret to the chocolate recipe that earned him his empire and his millions. “Dame Chocolate” originally was scheduled for 120 episodes and has been extended to 130 episodes.
“It’s been terrific on every level, partnering with Telemundo and now Wal-Mart on this project,” said Clorox’s Gordon. “Next up for ‘Dame Chocolate’ is international syndication in several countries around the world.”
Telemundo is the only Spanish-language network currently producing telenovelas in the United States. “As producers of our own content, we are in a unique position to harness and influence pop culture on behalf of our partners,” said Steve Mandala, senior vice president of sales and marketing, Telemundo and NBC Universal Networks. “We provide a special integration capability that allows partners to bring their marketing objectives to life both here in the U.S. and abroad.”
About Wal-Mart Stores, Inc. (NYSE: WMT)
Wal-Mart Stores, Inc. operates Wal-Mart discount stores, Supercenters, Neighborhood Markets and Sam’s Club locations in the United States. The Company operates in Argentina, Brazil, Canada, China, Costa Rica, El Salvador, Guatemala, Honduras, Japan, Mexico, Nicaragua, Puerto Rico and the United Kingdom. The Company’s securities are listed on the New York Stock Exchange and NYSE Arca, formerly the Pacific Stock Exchange, under the symbol WMT.
The Clorox Company is a leading manufacturer and marketer of consumer products with fiscal year 2006 revenues of $4.6 billion. Clorox markets some of consumers’ most trusted and recognized brand names, including its namesake bleach and cleaning products, Armor All® and STP® auto-care products, Fresh Step® and Scoop Away® cat litter, Kingsford® charcoal, Hidden Valley® and KC Masterpiece® dressings and sauces, Brita® water-filtration systems, and Glad® bags, wraps and containers. With 7,600 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.
Telemundo, a U.S. Spanish-language television network, is the essential entertainment, news and sports source for Hispanics. Broadcasting unique national and local programming for the fastest-growing segment of the U.S. population, Telemundo reaches 93% of U.S. Hispanic viewers in 142 markets through its 16 owned and operated stations, 36 broadcast affiliates, and nearly 684 cable affiliates. Telemundo is wholly owned by NBC Universal, one of the world’s leading media and entertainment companies.