P&G's "Culture of Winning": Celebrating Community and Inclusive Storytelling

At P&G, we build many of the world’s most loved and trusted brands — brands designed to make life better for our consumers. But did you know that connecting with consumers goes beyond creating products?

To serve every home and innovate in meaningful ways, we must understand and reflect the unique experiences of all the people who use our products. That's why it’s so important to tell stories that connect, reflect and resonate with everyone — it helps us win in the marketplace by broadening our reach and strengthening our connection with consumers. We’re always looking for new ways to widen the screen by authentically reaching more people with engaging and impactful stories, a mindset that’s at the heart of P&G Studios’ new film, Culture of Winning: Polynesian Football Pride.

Celebrating Culture and Community On and Off the Field

Culture of Winning: Polynesian Football Pride — presented and sponsored by Gillette and co-produced by P&G Studios; Miami Dolphins’ quarterback Tua Tagovailoa and his GOAT Farm Media; dentsu entertainment; and FOX Sports’ Michael Strahan and his SMAC Entertainment — shines a light on the incredible achievements of Polynesian athletes in the NFL. Narrated by Tagovailoa, Culture of Winning takes viewers into the pillars of Polynesian culture — faith, family, hard work and mentorship — and explores why these cornerstones drive unrivaled success on the field and create positive impact in their communities.

“At P&G Studios, we always look for compelling stories that connect our brands to people and culture in meaningful ways,” shares Kimberly Doebereiner, Head of P&G Studios. “Gillette believes in the importance of mentorship, a deeply held value in Polynesian culture on and off the field. The significant contributions of Polynesian athletes to football, along with the rich cultural values that drive their success, were a perfect fit with Gillette.”

In addition to serving as the film’s presenting sponsor, Gillette provided a grant to the athletic program at Kahuku — a top high school in Hawaii for football standouts — ensuring the next generation of exceptional young athletes has the equipment, facilities, and coaching tools they need to succeed.

Check out the trailer, and watch when Culture of Winning premieres on Sunday, April 20, 2025, at 2 p.m. EST on FOX!

Returning to Our Soap Opera Roots

For generations, P&G brands have used the power of stories to connect with all consumers, reflecting their everyday needs through inclusive daily dramas. Classic soap operas, such as the P&G-produced shows Guiding Light and As the World Turns, sparked a cultural phenomenon by bringing entertaining, everyday stories into consumers’ homes — and this innovative spirit continues to drive us today.

Beyond the Gates — a new soap opera co-produced by P&G Studios, CBS Studios and NAACP Ventures — features an inclusive cast in front of the camera and crew behind the scenes. Just like the classic soap operas, Beyond the Gates is brought to the screen by the everyday P&G brands people know and love, such as Febreze and Tide. These brands are authentically woven into the plots, showcasing the performance of our products where they matter, such as doing laundry or using Febreze to help set the stage for one of the Dupree’s iconic parties.

The show premiered to record ratings and is sparking conversations and connection among multigenerational consumers every day of the week on CBS and Paramount+.

Sharing Stories of Resilience and Determination

Through our partnership with Harder Than You Think, we’re widening the screen to authentically reflect and represent people’s experiences, including through the new documentary Rising Pheonix: A New Revolution. This film, directed by Sheridan O’Donnell, a filmmaker with low vision, shares the incredible journeys of Paralympians, entertainers, activists and influencers who have overcome challenges and achieved their dreams.

At the world premiere of Rising Phoenix: A New Revolution at the 17th annual ReelAbilities Film Festival, Sheridan was joined by actor Lauren Ridloff, Paralympic gold medalist, and swimmer Anastasia Pagonis, Valuable 500 Founder Caroline Casey, and MTA Chief Accessibility Officer Quemuel “Q” Arroyo. Together, they shared insights and reflections during a post-screening conversation.

The film also features filmmaker, sound designer and disability rights advocate Jim LeBrecht, two-time Paralympian and gold medalist Ezra Frech, and others, offering a moving portrait of the modern disability movement and the importance of access, inclusion and employment. Their stories of resilience, determination and the unwavering human spirit remind us that anything is possible, while broadening our ability to understand and serve more people in meaningful ways through powerful stories that also create relevant connections for P&G brands.

Building on our legacy of connecting with consumers through inclusive storytelling, Culture of Winning and other ground-breaking projects are just some of the ways we’re reaching all the consumers we serve.