Retail partners Sears and Kmart will integrate products fronted by both the Kardashian sisters and an average guy, Joe workman, in a new Telemundo novela “Una Maid en Manhattan." The novela is based on the 2002 film “Maid in Manhattan,” starring Jennifer Lopez and Ralph Fiennes, which was distributed by Sony.
Also to be woven into the content are several Chrysler models and L’Oréal products. Telemundo has looked to attract marketers with product placement opportunities, since it produces much of its own content.
The novela “Una Maid en Manhattan” is a joint production of Telemundo and Sony. The Sears Holdings products include the Kardashian Kollection (Sears), Sofia Vergara Collection (Kmart) and the venerable Craftsman Tools (both).
The retailers will also back the online iteration of the series, running pre-roll spots on episode streams and other content. L’Oréal will also hold an online role, backing a three-part Web series that will showcase hair and makeup products.
“Una Maid en Manhattan” offers a classic novela theme of finding true love in an unlikely fashion. It focuses on a young Mexican mother who moves to the U.S. with her 10-year-old son. She settles in L.A. and struggles with the issues many immigrants face before moving to New York to take a job as a maid at a top-notch hotel, where “a twist of fate and a misunderstanding” lead to romance.
Dan Lovinger, a Telemundo executive vice president in sales, stated that the network is employing “organic, unique and customized branded entertainment solutions across all platforms.”