Cross-promotion is nothing new, especially for companies who own a large portfolio of daughter brands. 

Brands are, however, getting smarter about the format and delivery of cross-promotions. The Bounce and Old Spice commercial below is a good example.

P&G may be a 170 year old company, but it is constantly innovating – even in a homogenous vertical like consumer packaged goods (CPG) where innovation is typically incremental. 

It’s a challenge to make Old Spice appealing to 18-25 year old men without alienating suburban mothers who buy Bounce. P&G succeeds with a video that is clever and unexpected, while maintaining the brand integrity of both products.

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