P&G leaves soaps behind for social media

12/10/2010 | Los Angeles Times (tiered subscription model)

Procter & Gamble, having gotten out of the daytime drama business after nearly eight decades of producing shows including "As The World Turns," is focusing much of its outreach on YouTube, Twitter, Facebook and other social media. The CPG giant has enjoyed a major viral success with its "Smell Like a Man, Man" clips for Old Spice, developed a Facebook presence for Pampers and launched an iPhone application for Always. "It's kind of the oldest form of marketing -- word-of-mouth -- with the newest form of technology," said marketing chief Marc Pritchard.

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