“It’s a bit back to the future,” said Allen Adamson, co-founder of Metaforce, a marketing strategy and activation firm, adding that Procter & Gamble pioneered the soap opera in the ’50s and ’60s sponsoring shows like The Guiding Light and As the World Turns to promote brands like White Naphtha Soap and Joy. “It’s going back to something that was effective. Consumers are becoming less open to being interrupted with commercials so the only way to connect is to better weave the brand into the content.” Click to read.