Tide rises high over
Crescent Heights

Procter & Gamble is the latest consumer brand to create its own branded online series, reports The New York Times.

The consumer packaged goods company has created Crescent Heights, a comedy about four young adults living young adult lives (a bit like Quarterlife), to showcase the Tide brand.

The series is produced by Hollywood talent and appears in three minute chunks.

Tide appears sparingly throughout the episodes but the focus will primarily be on the clothes. Characters may often reference how bright and vibrant their clothing is as a back-end way to push the laundry detergent.

Tide is promoting Crescent Heights through print, TV and other ads.