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‘Nuestra Belleza Latina’ Locks Down Five Key Sponsors

Univision’s long-running beauty-focused reality competition series Nuestra Belleza Latina has returned to Sunday evenings with the support of five key brands actively marketing to Hispanic women.

AT&T, Colgate Optic White, Garnier, Maybelline New York and Kia Motors America will each be featured throughout the show’s eighth season, which kicked off Feb. 16 at 8 p.m.

Each of the brands will enjoy individualized programming content co-created with Univision. The advertisers will also have product placement opportunities, branded recaps and other showcases throughout the season.

Garnier and Maybelline New York have each sponsored segments of Nuestra Belleza Latina since the show’s 2007 inception. The brands will once again hold separate challenges for the contestants throughout season 8, showcasing their product strengths.

AT&T, which has been a sponsor for Nuestra Belleza Latina’s last seven seasons, is the exclusive sponsor for all voting. AT&T will also award $10,000 to the winner of its “It Can Wait” challenge, which aims to educate cellphone users on the dangers of texting while driving. Additionally, AT&T will contribute $50,000 of the $200,000 grand prize awarded to the final winner.

Furthermore, AT&T will sponsor an off-air NBL contest — “Talento Sin Limites”  —through which viewers can submit Instagram photos or Vine videos showcasing their talents in fashion design, photography and choreography. Contest finalists will be posted online for viewers to vote via Twitter using specific hash tags. One winner from each category will be brought to Miami to work on a production of NBL.

Meanwhile, Colgate has returned as the exclusive oral care sponsor for NBL, with Colgate Optic White gaining air time through “La Sonrisa Colgate,” which allows fans to vote for the contestant with the best smile and earn the opportunity to attend the NBL finale in Miami.

How has an automotive brand been woven into a fashion-focused competition? Kia Motors America will award a 2014 Kia Soul to the winner.

As reported in the January edition of Hispanic Television Update, actress, model and Univision personality Chiquinquirá Delgado; actor and former ¡Mira Quien Baila! competitor Pedro Moreno; and first-season NBL winner Alejandra Espinoza — now a co-host of Univision’s venerable Saturday evening variety show Sábado Gigante — have been selected as the show’s hosts for its eighth season. Assisting as mentors for the contestants are former Miss Universes Denise Quiñones and Alicia Machado.

In related news, Univison has inked a product-integration deal with Subway that will see the sandwich shop featured six times in its 10 p.m. telenovela Qué Pobres Tan Ricos.

The first integration will show one of the characters “surprising another” with a Subway $5 footlong sandwich. The second integration will feature a mother arriving unexpectedly to a birthday party with a Subway Fresh Fit for Kids meal. Other integrations will include scenes inside Subway restaurants and the use of Subway products by the show’s characters.

“This partnership is an innovative way to connect to Hispanic audiences through organic integrations with compelling and engaging on-air content,” Univision Communications president of advertising and marketing Keith Turner said. “Our goal is to maximize value for our partner by creating opportunities to deliver their brand messages in a way that is engaging and feels part of everyday novela life.”