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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