P&G to ‘reimagine creativity’ in advertising

FMCG giant Procter & Gamble (P&G) is collaborating with US singer John Legend, media mogul Arianna Huffington’s Thrive Global and others to reinvent advertising at the Cannes Lions International Festival of Creativity.

The new partnerships with innovators from advertising, journalism, filmmaking, music, comedy and technology will make more creative projects that consumers want to experience.

“For too long, the ad world has been in its own world – separate from other creative industries and becoming less relevant to consumers. It’s time to reimagine creativity to reinvent advertising. There are vast sources of creativity available, and today P&G is taking action to merge the ad world with other creative worlds though partnerships that embrace humanity and broaden our view of what advertising could be,” said Marc Pritchard, chief brand officer, P&G.

P&G partnership with Legend will deal with issues on parenthood, modern masculinity, music and social justice through its popular brands including Pampers, Gillette and SK-II brands.

“Now more than ever, it’s critical that those of us with influence use it to make a positive impact on the world. I’m committed to connecting people, opening their hearts and minds and helping them see each other’s concerns and aspirations,” said Legend.

“We can change the game when we talk about justice, community, family and how brands can create products and foster conversations that make the world better. I’m happy to partner with a company that strives to be a force for good in the world and develops thought-provoking creative work that will drive change.”

Its deal with Arianna Huffington’s Thrive Global will see “micro-step habit stacking” into Oral-B and Crest, Pampers, Venus, Secret and Pantene by merging cognitive and behavioral science with life science so that consumers can reduce stress and improve daily health.

“Great brands are habits for their consumers – and P&G’s brands are daily habits for up to 5 billion consumers around the world. Thrive’s innovative partnership with P&G is focused on leveraging the daily habit moments associated with P&G products – like brushing your teeth or changing diapers – as a springboard for Thrive’s Microsteps, scientifically-backed ways to reduce stress, improve health and increase performance,” said Huffington.

“Behavioral science shows that habit-stacking – attaching a new habit to an existing habit so that it becomes a sustainable routine – is the fastest way to build a new habit and make it stick. At a time of unprecedented stress and burnout and a mental health epidemic, our partnership represents a new and important way to deliver on our [mission] of improving consumers’ lives and helping people lead healthier, more fulfilled lives through the brands and products they love and use every day.”

P&G is also partnering with the National Geographic and Global Citizen to develop a documentary series, ACTIVATE, to raise awareness on extreme poverty, inequality and environmental sustainability.

It also sealed technology partnerships that will see it embed cutting-edge technology into its brands to create superior consumer experiences.

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