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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, Director of Marketing A focused and highly motivated creative thinker, Charlene Sterphone develops, executes and reports on strategic marketing programs surrounding lead generation, paid search, email, social media, mobile targeting, SEO and compliance as Director of Marketing for Digital Media Solutions (DMS). Throughout her diversified marketing career, Charlene has spent time in both the agency and direct corporate and start-up settings, including positions at Sparkroom, Education Dynamics and CBS Corporation, where she has seen success with digital and traditional marketing campaigns. As an analytical marketer, Charlene enjoys discovering new and innovative tools and techniques and using them to drive growth.

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