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OCT 2007

P.&G., the Pioneer of Mixing Soap and Drama, Adds a Web Installment

The consumer products giant has created “Crescent Heights,” a new online soap opera that aims to reach young viewers where they watch most — their PCs and cellphones.

New York Times, October 15, 2007 — Can young Ashley find success and happiness in the big city? Will the dashing Eric win her heart? Can she make consumers buy more Tide detergent?

Stay tuned. Or logged on.

The company that brought soap operas to radio, then television, Procter & Gamble, is trying the same strategy online with “Crescent Heights,” a new show intended to reach young viewers where they watch the most — their PCs and cellphones.

Categories: New Media Marketing, Brand Strategy, Marketing Strategy
Tags: P&G, Online Marketing

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