Procter & Gamble’s newest soap opera doesn’t look anything like the sudsy dramas it has produced in the past.

The consumer-products giant behind household staples like Tide, Crest and Pampers has been entwined with daytime serials for nearly a century, helping to produce radio dramas like “The Guiding Light”; daytime TV mainstays including “As the World Turns”; and a recent revival of the format called “Beyond the Gates” that airs on CBS. Now the company hopes to reach digitally savvy consumers with an intriguing twist on the old formula.

In January, P&G will launch “The Golden Pear Affair,” a 50-episode “microsoap” that will be made available initially via social media and, later, a bespoke mobile app. The idea, say backers of the new program, is to reach people who are used to giving content a swipe on a mobile phone, rather than those who sit back and passively swoon in front of a more traditional screen.

Will fans of the original concept flock to new one? The bite-sized episodes “are serialized dramas. They are soapy and there are going to be some elements that are a little out there,” says Anna Saalfeld, head of P&G Studios. But the new series — some people behind the scenes refer to it as a “short opera” — is  “definitely social-first. It is optimized for viewing on your screen. It is very snackable. There are key differentiators” from old-school programs.

“The Golden Pear Affair” is meant to highlight Procter’s Native line of personal-care products. A new collection of “Global Flavors” products sport fragrances from around the world, and will likely get some nods during all the action in “Pear.” “It’s got romance. It’s certainly got adventure. And it’s a lot of fun,” says Geneva Wasserman, global executive vice president of entertainment IP strategy and investment at Dentsu, the agency that has worked with Procter & Gamble on creating the series.

Native may have more room for such play. The brand was founded in 2015 with a commitment to clean formulae for its products. P&G acquired it in 2017 — a nod, perhaps, to the growing clout of start-up consumer brands such as Dollar Shave Club, Honest Co. or BodyArmor. Native is no Tide or Old Spice, which are instantly recognizable and potentially harder to slip into a piece of programming without distracting the viewer.

“Golden Pear Affair” stars Nick Ritacco and Aloyna Real, two actors who have played roles in other microdramas.  The Native products being spotlighted will be available only via the brand’s website and in Target stores. The hopes is that viewers will swipe their way through the whole production.

“We want you to have a little smile and a laugh, but also a shock, and ask ‘What’s going to happen next?’” says Wasserman.

Procter is the latest to enter the growing frenzy around what is known as “microcontent,” or programming with stories and plots that are told over the course of dozens of episodes that may last just a minute or two (some parts of “Golden Pear” may go as long as two and a half minutes). In recent months, several companies have begun to supply bite-sized dramas and serials for venues like TikTok or Meta’s Reels. In China, the content capsules have already proven quite popular. Microdramas could generate as much as $11 billion in 2026, according to estimates from Omdia, a London consultancy.

Already, U.S. media companies are trying to woo adherents of shorter stuff to their own venues, well aware that a rising generation of viewers is growing accustomed to having more control over the content they watch. Viewers can now swipe away instantly if they’re bored with something.

 Spanish-language giant TelevisaUnivision in 2025 offered sponsorships tied to a new wellspring of “microdramas”– as many as 30 different titles. But the company plans to increase its production to as many as 100 in 2026. The company recently produced a Spanish-language microdrama for the large retailer JCPenney.

Others are courting similar (short) attention. When ESPN unveiled its much-ballyhooed new “ultimate” streaming service earlier this year, it did so along with a new interactive version of “SportsCenter” that is perfect for young sports aficionados with limited time. “SportsCenter for You” doesn’t feature anchors or intros. It serves up quick, consecutive clips — a key play, a short report from a correspondent — all narrated by Hannah Storm or handful of other ESPN personnel, boosted by A.I. ESPN calls its rapid-fire clips “verts.” Meanwhile, the new Fox One streaming service features “shorts” that let users dive into their favorite topics or programs with a series of attenuated video vignettes.

“Golden Pear” drama starts from the first second of the program. The heroine is marrying a crime boss, and things pick up from there, says Jonas Barnes, founder of Pixie USA, a Georgia-based microdrama studio that produced the new series. The hope is that any nods to Native won’t get in the way of viewers enjoying the show. “What’s really important is making the product part of the story where it’s instrumental. and not just on the table. Or the character picking it up and saying, ‘Look what I got.’”

Procter & Gamble wants to get Native into the hands of young consumers. To do so, the company needs to connect with them in the venues where they get their content — and accommodate their behaviors. “A lot of our growth is going to come from multicultural consumers. A lot of our growth is going to come from younger consumers, says Saalfield. “This format really affords us” an opportunity to speak with them in ways they might appreciate.

Executives believe viewers will stick around for the high production values of the series, as well as some of the humor and sudsy antics. Procter will be counting the length of time people interact with the episodes, and how many they watch, among other behaviors.

 Add up all the views, says Wasserman, and they may just equal something bigger than the sum of its parts “If you watch it all, you’ve got an hour, maybe an hour and a half of content — like a feature film.”