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P&G Announces Innovative Partnership With Thrive Global To Foster Positive Habits

July 2, 2019 Charlene Sterphone

With its extensive family of brands, the Procter & Gamble Company (P&G) is no stranger to creative marketing. From using Salt N Pepa’s “Push It” in a Pampers ad to developing the HairCode app, P&G’s considerable marketing efforts place it securely in the top ten largest U.S. advertisers.

P&G Partners With Thrive Global To Turn Its Products Into “Wellness Boosters”

During last month’s Cannes Lions International Festival of Creativity, P&G announced several new partnerships, including one with Arianna Huffington’s Thrive Global, a wellness and behavioral health platform. The partnership aims to make the use of several of P&G’s top household brands, including Crest, Oral-B, Pampers, Venus, Secret and Pantene, to create opportunities to build and reinforce positive and stress-reducing habits.


By blending behavioral and cognitive science, the partnership aims to create digital and social media campaigns that use “micro-step habit stacking,” attaching a new habit to an existing habit so it becomes part of a sustainable routine. The campaigns will focus on linking daily tasks using P&G products with a wellness-boosting habit, like repeating a self-affirming message while applying deodorant or singing to babies while changing their diapers.

“It’s time to reimagine creativity to reinvent advertising,” said Marc Pritchard, P&G’s Chief Brand Officer. “There are vast sources of creativity available, and today P&G is taking action to merge the ad world with other creative worlds through partnerships that embrace humanity and broaden our view of what advertising could be.”

Known to be a change maker, Pritchard has regularly used highly publicized platforms, like Cannes and IAB conferences, to make proclamations about how brands can disrupt current advertising habits. The new content initiative from P&G is in part a move to rely less on the Google/Facebook duopoly while gaining more control of their advertising execution.

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About the Author

Charlene Sterphone

Charlene Sterphone is a Marketing Manager at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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