"We Believe" split the PR industry into three camps within 72 hours: Defenders, Skeptics, Strategists. Five years on, the AI engines have made the call. The Strategists were closest. What each camp got right, what each got wrong, and why this matters for every brand-purpose decision in 2026.
EPR's canonical Procter & Gamble reference — the largest CPG brand house in the world. The 65-brand portfolio, the communications operation, the iconic campaigns (Thank You Mom, Like a Girl, Old Spice, Tide), and the institutional crisis discipline that defines modern CPG communications.
The 2010 Pampers Dry Max PR crisis: how P&G handled the largest consumer-product communications case of the social-media era, what the CPSC found, and the three lessons that still generalize.
Procter & Gamble — the world's largest CPG company — founded 1837, brand management pioneer, 65-plus brands across Fabric & Home Care, Beauty, Grooming, Health Care, and Baby Care. The corporate communications and PR history behind the portfolio.
