Telemundo's 'Chicas' Program Embraces Marketers

P&G, Others Cut Integration Deals With Reality Show

By Published on .

NEW YORK (AdAge.com) -- Five major marketers are being written into a lifestyle-based reality show debuting next month on Telemundo's Mun2. The revamped NBC
'Chicas' Yasmin (above) and Crash regularly use T-Mobile products in the show.
'Chicas' Yasmin (above) and Crash regularly use T-Mobile products in the show.
Universal-owned cable channel is targeting the fast-growing young and bicultural Hispanic market that has become a hot demographic for advertisers.

Crash and Yasmin
"The Chicas Project" features Mun2 VJs Crash, who is half Mexican and half German, and Yasmin, a Venezuelan-born New Yorker. In the first episode, airing Jan. 27, they go skydiving. In later shows, the two young women attend an etiquette class, make dinner for singer Nelly Furtado and do a "Latina Eye for the White Guy" makeover of an Anglo Mun2 employee to give him some Latin style.

The marketers, who will be integrated in different ways, are Toyota Motor Sales USA, Procter & Gamble's Always, T-Mobile, Pepsi-Cola and Maybelline-Garnier.

Toyota Camry
During the show, Crash and Yasmin stay in touch using their T-Mobile Sidekick phones and share a Toyota Camry. The marketers are clients of Hispanic agency Conill, Los Angeles, a champion of the project.

"People almost live out of their cars [in Los Angeles]," said Joe A. Bernard, VP-network sales for Mun2. "One of them isn't from L.A., so she relies on the GPS feature. And in various shots you see the cup holder in the car, showcasing the car and Pepsi."

There are also references to the Pepsi Musica website, created by Omnicom's Dieste Harmel & Partners. For P&G, promotion is outside the program and centers around the Always website, Beinggirl.com. "Crash and Yasmin talk about tips and information from the site in separate pods in commercial time," Mr. Bernard said.

In pursuit of the same young and bicultural audience as Mun2, MTV relaunched its previously insignificant Hispanic channel this fall, changing its name from MTV Espanol to MTV Tr3s (pronounced "MTV Tres").
In this article:
Most Popular