Procter and Gamble Metaverse

Procter and Gamble Metaverse takes aim at the in the quest to attract future customers. Personal care giant Procter & Gamble Co. is the latest major American brand to expand its presence in the Metaverse in a bid to attract new customers.

Procter and Gamble Metaverse

The maker of Tide laundry detergent and Pampers diapers is giving CES attendees a taste of its strategy, including a digital platform called Beauty SPHERE that features virtual tours of the UK’s Kew Gardens.

P&G aims to educate consumers about the plants used in some Herbal Essences products. In the real world, the company agrees to plant a tree in the Mexican state of Veracruz, which is rich in biodiversity but experiencing rapid deforestation, for each participant who completes the trip.

P&G has also reimagined a popular ad campaign from the late 1970s and early 1980s into a video game called “Attack of the Cavity Creeps” to teach children better oral care habits.

These initiatives join the company’s previous metaverse efforts that include avatar designs for Gillette Venus in Nintendo’s Animal Crossing video game and LifeLab, a platform for discovering the company’s products.

According to brand director Marc Pritchard, the payoff is the chance to raise awareness of P&G’s offerings with a new generation of platform-using consumers.

“A larger part of our job will be to have these virtual experiences that allow consumers to interact with brands,” Pritchard said.

Combining technologies like video conferencing and live streaming, virtual universes change how people meet, mingle, and spend money. P&G’s forays are part of a more extensive migration of large companies into space.

Joining the metaverse adds to the traditional customer acquisition method: advertising on television, web, and streaming services.

It also requires more engagement from participants, so P&G is working on how it can capture and hold consumers’ attention in the middle. P&G certainly isn’t abandoning its usual advertising, but Pritchard said the company is intrigued by what it’s seeing so far.

“It’s still very early days, so we’ll know more next year than today,” Pritchard said. “But he finds that they engage for a surprisingly long time when consumers engage with these things.”

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