Latinos and New Media
Univision's First Web Novela Is a Branded Effort
Unilever's Caress Is Integrated Into Plot of 'Mi Adorada Malena'
NEW YORK (AdAge.com) -- Univision's first online novela carefully follows the Spanish-language soap-opera conventions: a secret crime, at least one character suffering from amnesia, and a beautiful heroine torn between a conniving boyfriend and his mysterious rival. What's unusual about the heavily promoted novela debuting July 10 is not that it's a digital drama, but that the star of "Mi Adorada Malena" ("My Beloved Malena") plays a spokesmodel for Caress, giving the Unilever brand a central role in the story. read the full story at
-- Laurel Wentz