“Where Quality Lives”: New P&G Campaign with Kai Pflaume Highlights Local Production, Trust and Innovation in Germany

Procter & Gamble (P&G) has launched its new campaign “Where Quality Lives” – a powerful statement for trust, innovation and proximity, supported by Kai Pflaume.

In times of growing uncertainty, this campaign shows what true quality means today: reliable products, sustainable innovation, and a strong foundation in Germany’s manufacturing and research landscape.

The spotlight is on the people and places behind P&G’s trusted brands – from eight production facilities to the German Innovation Center (GIC) in Schwalbach and Kronberg, the largest P&G R&D hub outside the U.S.

TV host Kai Pflaume is the face of the campaign, embodying authenticity, curiosity and a commitment to quality. On a personal journey, he visits P&G’s sites to discover what quality means today – through real encounters with employees and partners.

Astrid Teckentrup, CEO of P&G Germany, Austria and Switzerland, emphasizes: “Proximity for us means understanding people’s real lives and taking responsibility – with products that truly improve everyday life.”

Kristina Bulle, Chief Marketing Officer DACH, highlights the broader meaning of quality: “Our brands not only deliver excellent products, but also offer answers to today’s challenges – with innovation, sustainability and social responsibility.”

The campaign will be rolled out across TV, print and digital channels, featuring emotional storytelling and educational content on product development, sustainability, and manufacturing – with a strong focus on participation and dialogue.

Gabriele Hässig, Executive Director for Communications and Sustainability, concludes: “Together with Kai Pflaume, we tell stories that inspire trust – and show what it means to think about quality with a future-oriented mindset.”