Procter & Gamble is sponsoring Khaby Is Coming To America in efforts to engage more multicultural consumers. P&G and Group Black are partnering to bring TikTok’s most-followed creator Khaby Lame to a wider audience in the U.S. The unscripted reality show will integrate P&G’s brands, including Tide, Crest, Febreze, and Bevel, and will be available on Tubi. This move is part of P&G’s “Widen The Screen” initiative, which aims to amplify diverse voices and builds on the company’s partnership with Group Black, a media company focused on promoting inclusivity. This is not the first-time brands have leveraged Lame’s growing cultural influence, as Pepsi also featured him in a recent campaign. (Marketing Dive)
📊 YPulse data: 23% of 13-39-year-olds would like to see an online celebrity as a spokesperson for a brand
