Katie Couric recently announced that she would be launching a new video series on theSkimm focusing on successful career women and the stories of how they got there. P&G, I think smartly, is jumping on as a sponsor…the portfolio company certainly knows who buys most of their products and the types of people (Couric) and stories (successful women) that they would like to consume. P&G seems to hope that its association will add meaning to laundry detergent through a brand halo effect. It’s worth a shot; theSkimm is a sharp new media approach.
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Photo credit: theSkimm