A new partnership between Native, P&G Studios, and dentsu Entertainment has resulted in the creation of what they claim to be the “first brand co-produced feature-length microsoap in the US”. The microsoap, titled The Golden Pear Affair, is a social-first, short-form scripted series that reimagines the classic soap opera for the vertical, mobile-first era. The series consists of 50 episodes, each delivering fast-paced storytelling with cliff-hangers and character arcs in bite-sized episodes.
The microsoap is designed for today’s swipe-savvy audiences and will premiere on leading social platforms in January 2026, before expanding to a proprietary app experience. The story follows a thrilling adventure-romance that explores themes of self-discovery, travel, adventure, love, and recognizing one’s own worth. The series stars Nick Ritacco and Aloyna Real and is inspired by Native’s newest collection, which will be available in late December 2025.
The partnership aims to innovate the way consumers engage with brands, and P&G Studios’ head, Anna Saalfeld, stated that the microsoap showcases their commitment to innovation and delighting consumers. Native CEO, Chris Talbott, added that the social-first series is the perfect format for storytelling and allows the brand to showcase how the right scent can be transformative.
Dentsu Entertainment’s global EVP, Geneva Wasserman, noted that microdramas are taking the world by storm, and partnering with P&G and Pixie USA is a natural fit. Pixie USA’s founder, Jonas Barnes, stated that microdramas are the natural evolution of the soap opera, a format pioneered by P&G decades ago. The partnership aims to define the future of entertainment-led marketing and reach audiences in new and innovative ways.
The initial rollout of The Golden Pear Affair will focus on North America, and the series is expected to elevate the vertical series experience while staying true to Native’s authentic voice. The partners believe that the microsoap format will allow them to connect with their audience in a new and engaging way, and they are excited to see how the series will be received by viewers. Overall, The Golden Pear Affair is an innovative and exciting new project that is pushing the boundaries of entertainment-led marketing and redefining the way brands engage with their audiences.