Procter & Gamble embraces brand activism

This event report outlines how various brands owned Procter & Gamble, the FMCG giant, have begun to explore the area of social activism.

Procter & Gamble embraces brand activism

Stephen WhitesideWarc

Procter & Gamble has spent millions of dollars demonstrating that brands like Pantene shampoo, Secret deodorant and SK-II skin cream can improve women's everyday lives.

Now, the world's biggest advertiser is taking that mission further by becoming an active advocate for these consumers. How? By leveraging its marketing muscle to tackle some of the social issues, large and small, which affect this vital – and extremely valuable – audience across the globe.

Marc Pritchard, Chief Brand Officer at the Cincinnati-based enterprise, reported that such efforts mirror a wider objective of...

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