Tuesday, January 4, 2011

Post, Telemundo Partner in Hispanic Effort With Jencarlos Canela

By Laurel Wentz, AdAge.

Singer and Novela Star Helps Create 'Let's Think Positive' Platform for Honey Bunches of Oats.

NEW YORK (AdAge.com) -- After telenovela star and singer Jencarlos Canela signed an autograph for a MediaVest exec with the words "think positive" in Spanish, a fully integrated U.S. Hispanic marketing platform for Post Foods' Honey Bunches of Oats followed. The campaign starts next week in a product category -- cereal -- that has become one of the hottest for Hispanic marketers.

NBC Universal's savvy Telemundo Communications Group holds its lengthy annual client development meetings with marketers and their Hispanic agencies at the Spanish-language TV network's Miami studios, where stars provide a burst of excitement by dropping in during breaks in filming to meet the visiting client and agency execs.

Mr. Canela was starring as the devil in the hit Telemundo novela "Mas Sabe El Diablo" ("The Devil Knows Best") and had a concert tour coming up when he stopped by the meeting where Post Foods and MV42°, Starcom MediaVest Group's Hispanic division, were brainstorming about doing an integrated multimedia program with a song. During his visit, Mr. Canela chatted about Telemundo and his own projects, took pictures with the client, and signed an autograph with the words "piense positivo," said Telemundo Chief Operating Officer Jacqueline Hernandez.

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