When Hispanic viewers tuned in Jan. 11 for Univision's
premiere of weight-loss competition series Dale
con ganas, they saw a slightly different suite of advertisers than the
usual purveyors of fast food, sugary sodas or heavenly chocolates.
In fact, for the first time, they were getting "educated" about
the benefits of filtered water thanks to a partnership with Brita, the line of
water-filtration systems sold by The Clorox Co.
In a first major Hispanic effort, Brita is sponsoring
Univision's weight-loss challenge series, Dale
con ganas, a weekday primetime show from the creator and executive producer
of The Biggest Loser, Dave Broome,
and executive producer Emilio Estefan.
The sponsorship, terms of which were not disclosed, is
Brita's most important investment in Spanish-language television to date.
"This show is really perfect for us, because it wants to
help people replace their sugary beverages with water, and we are there to help
people make healthier choices," Tad Kittredge, Brita marketing manager, said.
"This [sponsorship] represents a serious investment by Brita in the rapidly
growing U.S. Hispanic population."
In addition to pitching Brita filters as part of the actual
show, Brita also runs 30-second TV spots during the commercial breaks. The Dale con ganas effort includes a
dedicated mobile website and a Twitter handle, @BritaLatino.
The sponsorship of Dale
con ganas is an extension of Brita's eight-season partnership with NBC's The Biggest Loser. Brita provides
bottles, pitchers and faucet filtration systems for contestants and physical
trainers to use on the program.
According to Univision, the number of overweight Latinos has
grown a whopping 80% in the last 10 years.
The show, which first was presented at last year's upfront
under the name ¡Sí, se puede! is set
to run on Wednesdays for 12 weeks.
Other major sponsors include Verizon, Ford and Yoplait
Light.
