Since its founding in 1837 in Cincinnati, Ohio, Procter & Gamble evolved from an artisan soap and
candle manufacturer to become the world’s largest consumer packaged goods company. It did so by
listening to the consumer, investing in innovative technology, and managing its brands. With over 20
product categories and more than 100 major brands in its portfolio, milestones included the landmark
national branding of Ivory soap, the development of new advertising mediums such as the soap
opera to market products, its difficult entry into paper products which resulted in the Charmin and
Pampers brands, and getting Crest toothpaste’s efficacy recognized by the American Dental
Association.