Clorox Design & Branding, Case study, Making of CLOROX SOAP OPERA by Fire Advertainment

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Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding, Case study, Making of
Market Argentina
Agency Fire Advertainment
Released April 2011

Credits & Description

Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Product/Service: CLOROX PRODUCTS
Founder/Chief Executive Officer: Rodrigo Figueroa Reyes (FiRe Advertainment)
Senior Account Director: Gabriela Naiman (FiRe Advertainment)
Global Account Director: Marcia Lorente (DDB San Francisco)
Senior Account Director: Florencia Pereira (DDB Argentina)
Planner: Ayelén Colombato (DDB Argentina)
International Vice President/General Manager: Michael Costello (The Clorox Company)
Regional Brand Manager: Naghmeh Vahdat (The Clorox Company)
President: Marcos Santana (Telemundo International)
Media placement: TV Program - Soap Opera - 11 April 2011

Campaign Description
This ‘telenovela’ aired in the US and 37 countries, where laws are quite different and disparate. Thanks to this co-production with Telemundo Internacional (one of the largest distributors of telenovelas in the world) could avoid legal issues, as NBC has international agreements for inserting brands into their content and thus be sold to TV networks.

The challenge:
Our main challenge was how to communicate the values of Clorox brands to women without them feel invaded by the brand?
Strategy and implementation:
For that, we created a soap opera than 130 chapters full of intrigue, passion and suspense that was about the secret formula of a chocolate factory that could fall into the wrong hands. Clorox, and their brands, played a key role in history because they were part of the plot in a natural way.
Telemundo soap opera produced by Telemundo NBC, was seen in the US by more than 3.2m women a week and broadcast in 37 countries from 2010 through 2012. In this way, Clorox was in contact with millions of women around the world, and spoke to them about their values while they enjoyed the content.

This soap opera was aimed at a female audience; and attracted by the story, received with pleasure the inclusion of Clorox brands into the plot. An example: the star of the soap opera had to move the Mayan flower that gave life to the formula of chocolate (main reason for the story) from Mexico to USA, and to maintain its qualities a Glad bag was used.

This telenovela aimed to connect the female audience with Clorox through a story that mixed suspense, intrigue and love. The statistical information is as follows:

- 130 chapters of 1 hour each.
- Aired in 37 countries worldwide
- NBC Telemundo Broadcast in the US and in major TV channels open in 5 continents.
- Also aired on Telemundo cable network internationally.
- This show was seen by over 3.2m women every day for 1 year.
- Monday to Friday, a trailer was sent to the most influential journalists of the US and Hispanic market; to their mobile phones to promote the soap opera
- We came to the point of sale labels forming the word ‘DAME CHOCOLATE’ on Clorox bottles, on the shelves of supermarkets.
- We created a cleaner version, more fragrant version of Poett called ‘Secrets of love’, a cleaner with the same fragrance as the secret formula in the soap opera: the Mayan flower.