Having already established lucrative partnerships with companies like T-Mobile, Subway, Toyota, Ford and Clorox, Telemundo Communications Group is delving into the jewelry market by using a novel approach to market consumer products. Commonly known as “branded entertainment”, this form of advertising incorporates products into the plot line of a television show and subsequently gives viewers the opportunity to purchase them. The leading Spanish-Language television network is in the process of signing deals with manufacturers to integrate products specifically into their popular prime-time soap operas better known as telenovelas, which have a loyal following of Hispanic viewers.

The first line of products to be part of a pilot program includes selections jewelry manufactured by the Richline Group. Several pieces of jewelry made their debut in episodes of “The Clone”, a story of forbidden love that transcends boundaries of time and culture. Thus far, the intent is to include a variety of products into 16 of the episodes including the ones aired this summer. Additionally, Telemundo launched a website called telemundojewelry.com to give viewers the opportunity to choose from the selection of necklaces, earrings, rings and bracelets made of different metals and adorned with unique stones.

This significant marketing shift reflects the increasing prevalence of marketers seeking to reach the Hispanic community. According to a study by the Jewelry Consumer Opinion Council that interviewed a group of Hispanic consumers regarding the topic of jewelry, 75% of the respondents owned fine jewelry and more than half intended to spend over $500 on fine jewelry purchases in the following months. Given their significant purchasing power and high-end tastes, it is a wise choice for retailers to focus their efforts on this ever-growing segment of the population that purchases several million dollars in fine jewelry every year.

By Karina Lairet