Brands
P&G’s soap gets vertically dramatic
US: The soap opera, that hoary old format P&G helped pioneer nearly a century ago, is getting a makeover for the TikTok generation. And this time, it’s being shot vertically.
Native, P&G’s clean beauty brand, is launching The Golden Pear Affair—America’s first brand co-produced microsoap—in January. The 50-episode series, produced by Atlanta-based Pixie USA, reimagines sudsy melodrama for “swipe savvy audiences” who’d rather scroll than settle in for a proper television viewing session. Each episode delivers cliff-hangers and character arcs in bite-sized chunks, adding up to roughly feature-length entertainment—if you can be bothered to watch it all.
The trailer drops in January 2026, with the series rolling out across social platforms before migrating to a proprietary app. Starring Nick Ritacco and Aloyna Real—two microdrama actors with significant fan bases—the story promises “themes of self discovery, travel, adventure, love and recognising your own worth”. Translation: it’s soapy as hell, just faster.
The series is designed to flog Native’s limited-edition “Global Flavors” collection (available at nativecos.com and Target from late December), which features fragrances “inspired by locations from around the globe.” The scents supposedly inspired the plot, which whisks viewers on a “whirlwind romantic adventure”. One can only imagine the narrative gymnastics required to make deodorant central to a love story.
“This microsoap showcases our commitment to innovation as we strive to delight consumers while fuelling growth for Native,” says P&G Studios head Anna Saalfeld. The format, she insists, honours “the soap opera format P&G helped pioneer” whilst “optimising it for a vertical, social-first world.”
It’s a canny bet. Microdramas—vertical mini-series designed for mobile viewing—are projected to generate $11 billion in global revenue in 2025, with the US emerging as the largest market outside China. The format has evolved from niche curiosity to full-blown phenomenon in record time.
dentsu Entertainment, which shaped the project alongside P&G Studios and Pixie USA, is diving deeper into the space. Dentsu Ventures recently invested in Emole, a short drama app developer, signalling the agency’s commitment to “next-generation storytelling platforms”. dentsu global executive vice president of entertainment IP strategy and investment Geneva Wasserman calls Native “the gold standard in ambitious brand content” for “committing to short, intense production cycles.”
Pixie USA founder Jonas Barnes reckons microdramas are “the natural evolution of the soap opera”. His studio specialises in “premium, brand-friendly vertical storytelling”—Hollywood speak for getting products into plots without annoying viewers. The trick, he says, is making brands “embedded directly into the narrative” rather than awkwardly shoehorned in.
Native chief executive Chris Talbott is equally bullish. “Just like our scents take you on a journey around the world, without leaving your bathroom, this series follows characters on their own adventure of self-discovery and confidence,” he says. “We can’t wait for viewers to spot the fun nods to the collection woven throughout the storyline.”
Whether audiences will tolerate branded content masquerading as entertainment remains to be seen. But P&G isn’t taking chances: the company will track how long people watch, how many episodes they consume, and presumably whether they actually buy the deodorant.
For a brand that helped invent soap operas—literally named for the products they sold—this vertical gamble feels oddly fitting. The medium has changed. The pitch hasn’t. Just don’t call it selling out. Call it “entertainment-led marketing.”
Brands
Pernod Ricard, Chivas Regal parent, in talks for possible India IPO: Bloomberg
Deliberations in early stage, with no decision taken so far
PARIS: Pernod Ricard is evaluating a potential stock market listing of its Indian business, according to a Bloomberg News report citing people familiar with the matter.
The French drinks group has begun discussions with prospective advisers to assess the feasibility and merits of a separate public listing for Pernod Ricard India. The deliberations are at an early stage and no final decision has been made.
India is one of Pernod Ricard’s most important growth markets. The company is among the country’s largest alcoholic beverage players, selling premium global brands such as Chivas Regal and Absolut Vodka, and competing closely with Diageo across premium and mass-market segments.
The reported move comes as Pernod Ricard navigates heightened regulatory scrutiny in India. The group is facing antitrust proceedings and is also contesting allegations by authorities in New Delhi over potential violations of local liquor regulations. Pernod Ricard has denied any wrongdoing.
In the market, Pernod Ricard’s Paris-listed shares are up nearly 12 per cent so far this year, valuing the group at about $24.4 billion. That recovery follows a bruising 2025, when the stock lost close to a third of its value.
A separate India listing, if it materialises, could help unlock value from a fast-growing business, even as the group works through legal and regulatory challenges in one of its most strategically important markets.
