Procter & Gamble's Native Preps First Branded Feature-Length 'Microsoap'

Fri, 12 Dec 2025 11:30:00 -0500
Marketing News

Procter & Gamble's Native on Wednesday announced that it is launching what it calls the first branded feature-length "microsoap" in the U.S. The marketing effort hitches the personal care brand to the rise of so-called "microdramas," or "verticals" that are filmed in portrait orientation and are designed to be viewed on cellphones.