AMERICAN ICON IVORY SOAP GETS MODERN DAY MAKEOVER
Procter & Gamble’s oldest and most iconic brand, Ivory, today released a bold new advertising campaign and vibrant product packaging design for its line of bar soaps and body washes. The refreshingly honest campaign highlights the simplicity of the Ivory soap product that consumers have loved for more than 130 years while contemporizing the product’s look and feel.
Developed by Portland-based Wieden+Kennedy, the new ad campaign takes a humorous look at what are called “Ivoryisms” or refreshingly honest product truths. Smart, edgy and irreverent “Ivoryisms” like “Cleanliness Needn’t Involve Costliness” will start appearing in the national broadcast, print and online advertising campaign starting Oct. 2011.