Procter & Gamble built the canonical buyer persona methodology of the modern era. The "moments of truth" framework, continuous consumer research since the 1920s, brand-by-brand segmentation across 65+ major brands. The discipline that defined how the CPG industry understands customer segmentation.
Oregon EPR live. California SB 54 rolling out. EU PPWR adopted. Unilever, L'Oréal, P&G, Nestlé, Coke. The sustainable-packaging communications stack in 2026.
Georgia-Pacific's integrated response. Charmin's empathy play. Cottonelle's #ShareASquare. How the 2020 toilet-paper crisis set the modern CPG crisis-comms template.
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.
