Skip to content

Procter & Gamble: less ads, more content

P&G is doing less and less traditional advertising, in favour of content.

 

P&G is doing less and less traditional advertising, in favour of content.

 

“We are here to reinvent advertising,” says Marc Pritchard, Chief Brand Officer at Procter & Gamble, noting that 70% of people don’t like advertising.

 

In recent years, the multinational has multiplied its content initiatives from different angles.

 

Its teams are currently working with Ariana Huffington’s Thrive Global, a company that aims to influence consumer behaviour towards positive, mindful and sustainable approaches.

 

On June 26, 2019, the company will have launched its new documentary “The Look“, a sequel to last year’s highly successful “The Talk”, a documentary highlighting issues of racial bias in the United States. An example of an initiative that really works on influencing the positioning of P&G brands rather than talking about product specifications and benefits.

 

 

An article published in Advertising Age by Jack Neff provides more details on P&G’s approach in this context of changing formats and the new reality of content. Where P&G was hesitant a few years ago, this year marks an important turning point where content marketing is at the heart of all the group’s major initiatives.

 

If you want to develop a content strategy for your brand, contact us and schedule a free consultation with our experts at Toast today.

View our content guides and articles