Last night, during the Daytime Emmys,
you heard cast members of
The Guiding Light,
the longest running soap opera on American television,
thank Proctor & Gamble.
P&G owns a soap opera?
No, they don’t just own the show,
they helped create it.
Soap operas are called that
because of their sponsorship by soap companies.
And P&G has been affiliated with The Guiding Light
since that first radio broadcast in 1937.
A marketer’s dream.
A campaign lasting 70 years.