Univision has novela event for webisodes


Univision has co-developed and co- produced a six-episode novela with Unilever's Caress brand that will become the network's first novela to air on Univision.com. A shortened 90-second version of Episode 1 premieres tonight during Univision's top-rated "Destilando Amor."

The novela, "My Beloved Malena," stars former Miss Puerto Rico and Miss Universe 2005 first runner-up Cynthia Olavarria as a spokesmodel for Caress Exotic Oil Infusions body wash. The brand's marketing messages also are integrated subtlety throughout the four- to six-minute episodes, with characters speaking about the brand's ad slogans "unleashing your exotic side."

The Web series, part of Caress' ongoing strategy of targeting Latina consumers, will enable viewers to choose from one of two endings for the series at Univision.com.

"No one has done anything like this," Unilever U.S. marketing director Rob Master said. "About a year ago, we sat down and worked with Univision to create a program that was dedicated to and focused on Hispanic females."

Unilever leveraged its media buy with the network to create and air the novela, written by Univision writer/executive producer Alex Hadad. It shared the development and production costs of the series with Univision.

A clip of the novela will air tonight during telenovela "Destilando," directing viewers to the full episode on Univision.com. For the next five Tuesdays, recaps of the previous episode and teasers for the next episode will air during "Destilando." Caress also will promote the series with ad buys on Univisionand other female-oriented Latino sites.