(Bloomberg) — Personal care giant Procter & Gamble has become the latest major US brand to expand its presence in Metaverse in a bid to attract new customers.
Pampers Tide cleaners and diapers has given CES attendees a glimpse of its strategy, including a digital platform called BeautySPHERE that offers virtual tours of the UK’s Royal Botanic Kew Gardens. P&G aims to educate consumers about the botanicals used in some Herbal Essences brand products. In the real world, the company is committed to planting a tree in the Mexican state of Veracruz, which is rich in biodiversity but experiencing rapid deforestation, for every participant who completes the trip.
Procter & Gamble also reimagined a popular advertising campaign from the late 1970s and early 1980s into a video game called “Attack of the Cavity Creeps” aimed at teaching children better oral care habits. These initiatives build on the company’s previous efforts that include designs for the Gillette Venus avatar for the popular Nintendo game Animal Crossing, and LifeLab, the company’s product discovery platform.
The reward, according to Brand Manager Mark Pritchard, is an opportunity to increase awareness of P&G’s offerings with a new generation of consumers using these platforms.
“Most of our work is going to be getting these virtual experiences that allow consumers to interact with brands,” Pritchard said in an interview.
Bringing together technologies such as video conferencing and live broadcasting, virtual worlds are changing the way people meet, live together and spend money. Procter & Gamble’s forays are part of a larger corporate migration into the new space.
Embedding into the metaverse adds to the traditional way of attracting customers: advertising on television, web, and streaming services. It also requires more involvement from the participants, so P&G is working on how to capture and keep consumers’ attention in the middle. Sure, Procter & Gamble won’t give up on its regular publicity, but Pritchard said the company is intrigued by what it’s seeing so far.
“It’s still very early days, so next year we will know more than we know today,” Pritchard said. “But what I’ve found now is that when consumers interact with these things, they actually engage for a surprisingly long time.”
original note:
P&G Metaverse aims to search for potential customers in the future
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