The women are the silent heroines of the house, because every day they take care of the things that the ones that live there don’t note. That’s why, our challenge of communication for 2007 have to do with returning some part of the love they give to their families, in a way that make them happy: a soap opera. That’s why we use the language and the proximity the soap operas have to women, so that Clorox slowly become in a “love brand” among the latin American housewives.

We achieve to communicate with the millions latin american women of the United States in their same language. We generate a contend to measure for Clorox which surpassed the 4,9 points of average rating that reaches Telemando in the Prime Time, to get to the 7,2 points of daily rating.

We create a novel to measure for Clorox, composed by 130 chapters full of intrigue, passion and suspense, about the secret formula of a chocolate factory which can fall in the worst hands. Inside that argument, Clorox and its products comply a fundamental role.

The soap opera was accompanied by a mix of media which included an accion of the local press in every country with its launch, promotions in a point of sale, and the launch of a product inspired in the soap opera: “Poett secretos de amor”, a cleaning product which has the same samell of the secret chocolate formula.Clorox arrived to the latin American housewives house along the tematics which rotate around their lives.