P.&G., the pioneer of mixing soap and drama, adds a Web installment

Can young Ashley find success and happiness in the big city? Will the dashing Eric win her heart? Can she make consumers buy more Tide detergent?

Stay tuned. Or logged on.

The company that brought soap operas to radio, then television, Procter & Gamble, is trying the same strategy online with "Crescent Heights," a new show intended to reach young viewers where they watch the most — their PCs and cellphones.

The series, which is more sitcom than soap, focuses on a recent college graduate, Ashley, who moves to Los Angeles from Wisconsin to start a career in public relations, and her emerging circle of friends and romantic interests. Written, directed and produced by Hollywood veterans, the three-minute episodes are as polished as any television sitcom.

While the Tide logo makes occasional appearances, clothes are front and center. In one episode, Ashley attends a party and is horrified that her bright yellow dress is the only color in a sea of black, but the dress helps get her noticed by Eric, who plays the early foil to Ashley's other suitor, Will.

Read the full article on iht.com here.

***