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Brief Published: 25 Jan 2018

P&G Returns to ‘The Talk’ through Ad Integration

P&G's integration on Black-ish

This week, characters on US broadcaster ABC's sitcom Black-ish discussed Procter & Gamble's award-winning July 2017 campaign The Talk, which features African-American parents from many decades talking about racial bias with their children.

The episode saw the show's father Dre Johnson (an ad executive) working on an advertising campaign around P&G's film, and taking the challenges it highlights into conversations with his family. Black-ish has a track record of not shying away from topical discussions like the race politics surrounding the Trump election. This makes it a natural partner to the spirit in which The Talk was conceived, and lets P&G resurface its campaign by refreshing the conversation, instead of simply rerunning the ad.

Joining public conversations is a key part of brand strategy in 2018. Last year, a survey revealed 65% of belief-driven consumers will not buy a brand that stays silent on an issue they feel it should address (Edelman, 2017). P&G will take its position into Black History Month in February with additional podcast integrations of The Talk, as well as online discussion and action guides for parents.

For more on organic brand engagement around big and topical issues, see Brands Take a Stand from our Currency of Dissent Macro Trend, Creating Shared Value: Sustainability Marketing and our latest Pop Culture Close-Up: The Outrage Economy.