Friday, January 29, 2010

Clorox and Univision Create a Prime-Time Special

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.


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