In line with its efforts to entice advertisers with an opportunity for story line integration, Telemundo has a deal to weave General Mills' Yoplait brand into a new series.
A female character will be connected to the yogurt throughout the novela's run.
Telemundo said its link with the Yoplait Light brand stretches from on-air to grassroots, starting with a premiere party for the series "Alguien Te Mira" in Miami on Tuesday. Online, there is a "tip" section on the network's Web site about healthier eating and living.
The novela debuts Wednesday in the 10 p.m. slot. General Mills marketing executive Laura Eisen stated that Yoplait Light is partly basing its sponsorship on "help(ing) Latinas by being their weight loss ally."
"Alguien Te Mira" is a production of Telemundo Studios. The network frequently says that owning its content allows it considerable freedom in product integration, as well as spinning a brand into story lines.