{"id":244026,"date":"2026-07-13T12:58:30","date_gmt":"2026-07-13T10:58:30","guid":{"rendered":"https:\/\/ipmark.com\/?p=244026"},"modified":"2026-07-13T13:08:37","modified_gmt":"2026-07-13T11:08:37","slug":"bezoya-primera-marca-integrada-cortinillas-antena-3-lasexta","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=244026","title":{"rendered":"Bezoya, primera marca integrada en las cortinillas de Antena 3 y laSexta"},"content":{"rendered":"<p class=\"PDq2pG_selectionAnchorContainer\" data-start=\"281\" data-end=\"673\"><strong>Atresmedia y Bezoya ponen en marcha un nuevo formato publicitario que integra por primera vez a una marca en las cortinillas de cadena de Antena 3 y laSexta. La iniciativa, desarrollada junto a Carat y Dentsu Story Lab, convierte a la marca en la primera anunciante en formar parte de uno de los activos de identidad m\u00e1s reconocibles de ambas cadenas.<\/strong><\/p>\n<p data-start=\"675\" data-end=\"921\">La acci\u00f3n traslada a televisi\u00f3n el territorio creativo de la campa\u00f1a de la marca, basada en el concepto <strong>\u201cagua de mineralizaci\u00f3n muy d\u00e9bil para vivir muy fuerte\u201d<\/strong>, y lo adapta al lenguaje visual de Antena 3 y laSexta durante la temporada de verano.<\/p>\n<p data-start=\"923\" data-end=\"1310\">La integraci\u00f3n est\u00e1 protagonizada por la denominada <strong>\u201cse\u00f1ora Bezoya\u201d,<\/strong> que aparece bebiendo el agua mineral natural de <strong>Pascual<\/strong> para hacer frente al calor en distintas situaciones cotidianas vinculadas a esta \u00e9poca del a\u00f1o.<strong> Las escenas se incorporan de forma contextual a las cortinillas<\/strong>, con el objetivo de que la presencia de la marca resulte org\u00e1nica dentro de la experiencia televisiva.<\/p>\n<p data-start=\"1312\" data-end=\"1528\">Con esta propuesta,<strong> Bezoya busca reforzar su conexi\u00f3n con la audiencia en un momento especialmente relevante para la categor\u00eda<\/strong>, mientras que Atresmedia ampl\u00eda su oferta de soluciones comerciales para los anunciantes. El nuevo formato combina creatividad, contexto y notoriedad, y abre un espacio adicional para la comunicaci\u00f3n de las marcas dentro del ecosistema audiovisual del grupo.<\/p>\n<p data-start=\"1312\" data-end=\"1528\">Seg\u00fan la compa\u00f1\u00eda,<strong> la iniciativa forma parte de la estrategia de Atresmedia Publicidad<\/strong> para desarrollar acciones especiales que integren contenido y relevancia, fortalezcan el posicionamiento de los anunciantes y generen nuevas v\u00edas de conexi\u00f3n con las audiencias.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La iniciativa, desarrollada junto a Carat y Dentsu Story Lab, convierte a la marca en la primera anunciante en formar parte de uno de los activos de identidad m\u00e1s reconocibles.<\/p>\n","protected":false},"author":10966,"featured_media":244027,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2226],"class_list":["post-244026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bezoya, primera marca integrada en las cortinillas de Antena 3 y laSexta<\/title>\n<meta name=\"description\" content=\"La iniciativa, desarrollada por Carat y Dentsu Story Lab, convierte a la marca en la primera anunciante en formar parte de un activo de identidad.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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