THE WHAT? P&G’s Native brand is preparing to release a 50-part microdrama series called The Golden Pear Affair, positioned as the first branded, feature-length “microsoap” to debut in the U.S.
THE DETAILS Native’s microdrama is produced in a vertical, short-form format and will promote the brand’s Global Flavors collection, which includes deodorants, hand soaps, moisturizers and shampoos. Microdramas have seen significant adoption in international markets and are expanding in the U.S. According to Omdia data cited by the company, the microdrama category is projected to generate US$11 billion globally this year.
A trailer will be released in January, followed by the full rollout of the series. Cast members include Nick Ritacco and Alyona Real, actors known for prior microdrama roles. Promotional materials reference adventure and romance themes and connect plot elements to Native’s fragrance portfolio.
Parent company P&G notes its historic involvement in soap-opera formats dating back to radio-era sponsorships. The announcement follows ongoing activity around microdrama production, including Dentsu’s recent investment in platform Emole and other beauty brands’ use of short-form drama content, such as Maybelline’s five-part holiday mini-series.
THE WHY? The series aligns Native with the growing use of microdramas as a branded content format in the U.S. market.
Source: Marketing Dive
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