NEW YORK (AdAge.com) -- Clorox has partnered with Univision to create a prime-time special as well as topic-specific content segments that will run for the rest of the year during the Spanish-language network's morning programs and in its other properties.
It's the latest example of a big marketer tilting toward not only product placement but also thoroughly threading its products and messages across a program or series and its characters or hosts -- all meant to create an affinity with specific groups of consumers. NBC's "Chuck" is back on the air for a third season largely because of Subway Restaurants' heavy support, for which the chain is receiving frequent opportunities to appear on the show and in Chuck Bartowski's scripted life.
Clorox has been focusing on weaving its way into content instead of simply relying on traditional commercials. "There has been a change in the way we have thought about messaging, from commercial units to content," said Ellen Liu, director-media at Clorox.
And Univision has been making moves that position it to better take advantage of marketers' interest. Many of its highest-rated programs are daily prime-time telenovelas that are usually brought in from outside parties. But Univsion in December unveiled its own Univision Studios, announcing an intent to create more programming for its Univision, TeleFutura and Galavision networks.
"The whole creation of Univision Studios, frankly, is to build on our capabilities in this area," said David Lawenda, Univision's president-ad sales and marketing.
Omnicom Group's OMD worked with Clorox to create the pact with Univision.
This Saturday, Univision will air "Intimamente ... Compartiendo Entre Amigas," Spanish for "Intimately ... Sharing Among Friends," a one-hour Univision-produced prime-time special hosted by Univision personality Giselle Blondet. Clorox bleach and its Pine-Sol cleaning product will be featured in two different parts of the show in which celebrity guests will take questions from members of the audience. The program will center on the theme of sharing advice and helpful information, based on the creators' determination that many Hispanic women learn much about what they need to run their homes from their families and extended social networks.
From there, starting the week of Feb. 1, content segments that carry the "Compartiendo Entre Amigas" wording will appear regularly each Tuesday on Univision's morning show "Despierta America" ("Wake Up America"), hosted by Univision personality Karla Martinez. The TV hostess will also feature in a blog at Univision.com dedicated to the topic, while Univision Radio will air 90-second segments that play on the theme three days each week over a 26-week period. The package also includes a sweepstakes offering a grand prize of a trip to Miami to meet the talent from "Despierta."
That part of the pact also builds on another trend gaining traction: enlisting the hosts of programs offering news and information. Some local TV stations have positioned coffee cups in front of the anchors of their local news shows, while some syndicated programming has incorporated sponsored segments as well. It's an area that can raise eyebrows on occasion, depending on how intrusive the placement is and how much care the media outlet takes to inform viewers of the sponsorship.