Caress, Univision to Launch Interactive Novela

GREENWICH, July 9: The beauty brand Caress and U.S.
Spanish-language network Univision have teamed up for the production of an
interactive, six-episode novela entitled Mi Adorada Malena (My Beloved Malena), which integrates the brand into the story line and
offers viewers two alternate endings to vote on.

Mi Adorada Malena (My
Beloved Malena) will premiere in short form
on July 10 in prime time on Univision, and will run in full form every week on
the network’s website. It is Univision’s first novela to air on Univision.com.

The novela will introduce the new Caress Exotic Oil
Infusions body wash as a key element to the plot, focusing on the character
Malena Ferreira, who is a famous Caress Exotic Oil Infusions spokesperson.
Malena is played by Cynthia Olavarría, a former Miss Puerto Rico and Miss
Universe 2005 first runner-up, who makes her novela debut. Julián Gil plays
Cristobal Carvajal/Mateo, Malena’s secret admirer who takes on a dangerous job
that impacts the outcome of the story. Meanwhile, Bernie Paz plays Leonardo Del
Castillo, Malena’s fiancée and a prominent psychiatrist who has a secret to
hide.

Caress and Univision will jointly promote the novela by
leveraging the network’s properties across television and radio, as well as the
beauty brand’s multiple marketing channels. There will also be weekly TV
promotional spots for each new episode premiering during a prime time novela on
Univision, and across Galavisión and TeleFutura. Online video advertising will
include a dedicated mini-site on Univision.com that will feature full episodes,
behind the scenes and weekly prize drawings. Promotional print ads will also
run in People en Español, 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 provide teasers for new episodes each week. Grand prize
sweepstakes are also featured at Univision.com and through radio promotions on
Univision Radio stations across the country, with multiple grand prize winners
to receive a trip to see an exclusive VIP concert experience with a renowned
Univision Music recording artist. Additionally, there will also be exclusive
ringtone giveaways and text message alerts for upcoming episodes, and cross
promotion via Unilever’s Vive Mejor platform.

“Univision is proud to partner with Caress on this exciting
and innovative project,” said Dennis McCauley, the co-president of network
sales at 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.”