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Procter & Gamble
Talking The Talk: P&G Blackish Integration

RAN IN: United States

CLIENT
Procter & Gamble

Marc Pritchard, Chief Brand Officer
Crystal Harrell, Communications Sr. Manager

AGENCY
BBDO New York *Lead Agency

Marc Pritchard, Chief Brand Officer
Crystal Harrell, Communications Sr. Manager


Hearts & Science

Sangeet Pillai, EVP, Group Planning Director
Elle Graham-Dixon, Group Planning Director
Marcel Yunes, Creative Director
Rick Williams, Creative Director
David Rolfe, Director of Integrated Production
Dan Blaney, Executive Producer
Nedal Ahmed, Associate Creative Director/Copywriter
Whitney Collins, Senior Producer
Bryan Barnes, Associate Creative Director/Art Director


Egami


SUMMARY

In 2017, “The Talk” sparked a thoughtful, brave, and necessary conversation about racial bias. Influencers and cultural leaders helped push the message, first with black audiences, and then to wider audiences.  P&G upped its commitment in 2018. An entire episode of sitcom “Black-ish” was written around “The Talk”, reaching a truly interracial audience.

CASE STUDY

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CASE VIDEO


Audience: Cultural or Ethnic Group

Objectives: Increase awareness

Type: Business to Consumer

Language: English