Univision in Branded Content Deal with Clorox

NEW YORK: Univision Communications is working with The Clorox Company on a range of original content as well as an interactive platform where Hispanic women can discuss topics that are relevant to their lives.

The Clorox/Univision initiative, called “Compartiendo Entre Amigas” (Sharing Among Friends), promises to be consistent with the brand’s tagline: to “make everyday life better, every day.” Clorox Regular-Bleach and Pine-Sol Cleaners will be the primary products integrated into content that will run on the Univision Network, Univision Radio and Univision.com. Two of the Spanish-language broadcaster’s personalities—Giselle Blondet and Karla Martinez—will participate in the program. 

The initiative kicks off with this weekend Intimamente Compartiendo Entre Amigas (Intimately Sharing Among Friends), a one-hour Univision-produced prime-time special with presenting sponsor Clorox and hosted by Blondet. Beginning next week, Compartiendo Entre Amigas branded segments hosted by Martinez will air regularly on Tuesdays on the morning show Despierta América (Wake-Up America). Additionally, Clorox will be featured in branded promos running on the Univision Network. Plus, a website for the initiative will feature video of the Clorox-branded Despierta América segments. 

“We are thrilled to partner with Clorox as they look to deepen their connection with Hispanic women,” said David Lawenda, the president of advertising sales and marketing at Univision Communications. “This year-long marketing partnership will enable Clorox to develop an ongoing dialogue with Latinas by leveraging the strength of the Univision brand and the reach of our media platforms.”

“Compartiendo Entre Amigas is a unique opportunity to connect Clorox brands with the Hispanic consumer in a way that goes beyond traditional advertising," added Ellen Liu, the director of media at The Clorox Company. "We are excited to partner with Univision to develop something meaningful and rewarding for the Latina community.”