The Native Brand, P&G Studios and dentsu Entertainment Launch America's First Brand Co-Produced Feature-Length “Microsoap” for the Vertical Video Era Produced by Pixie USA, Titled “The Golden Pear Affair”

Core Insights - Native, P&G Studios, and dentsu Entertainment have collaborated to produce the first brand co-produced feature-length "microsoap" in the US, titled "The Golden Pear Affair" [1][4] - The series consists of 50 episodes designed for mobile-first audiences, delivering fast-paced storytelling with cliff-hangers and character arcs [1][5] - The project reflects the evolution of the soap opera format, with a projected global revenue of $11 billion for microdramas in 2025, highlighting significant market potential [5] Company Summaries - Native: Founded in 2015, Native is a personal care brand focused on clean and effective products made from naturally derived ingredients, including deodorants and body care items [9] - P&G Studios: This division of Procter & Gamble develops and produces narratives that foster connections with consumers, having been involved in various successful projects across multiple platforms [10] - dentsu Entertainment: A specialist division of dentsu, dedicated to creating and marketing content that resonates culturally, spanning various formats including film and TV [11] Project Details - "The Golden Pear Affair" will premiere its trailer in January 2026, with the series launching on social platforms and later expanding to a proprietary app [3] - The storyline explores themes of self-discovery and adventure, aligning with Native's new limited edition collection, Global Flavors, which features fragrances inspired by global locations [3][6] - The collaboration aims to enhance consumer engagement through innovative storytelling that integrates brand messaging with entertainment [7][8] Market Trends - Microdramas are rapidly gaining popularity, with the U.S. emerging as a significant market for this format, following China [5] - Dentsu is actively investing in next-generation storytelling platforms, reinforcing its position in the creator economy and vertical video formats [6] - The partnership between dentsu, P&G Studios, and Native exemplifies a trend towards blending brand storytelling with mobile entertainment [8]