The challenge was taking the brand Clorox into women’s hearts, returning them part of the love they give us and our kids.

The strategy was to get to our consumers through a “format” that makes them happy: a soap opera, Dame Chocolate.Clorox’s brands participated through the use that each different character gave to them. But every 3 months, the plot gave unexpected turns and our products had a key presence in story.

The soap opera was launched to the most influential press of the Hispanic EEUU and Latin America in the chocolate shop Ghirardelli placed on Lincoln Road, Miami, and during the first month we sent the trailers on a daily bases to their cell phones, so they kept promoting the sit-com.We also created a blog on Yahoo/Telemundo to listen to the consumers suggestions. Finally the story jumped off the screen and reached a point of sales. First through a promotion in which they had to form up the words “Dame Chocolate” with the stickers of each letter that were placed in the Clorox Packs and contained prizes that fluctuated according to the words that the consumers could form. On the other hand, with the launching of the new variety of Poett "Secrets of Love".