After 132 years in market, Ivory gets a makeover

CINCINNATI — Procter & Gamble is celebrating its oldest brand.

P&G said that the lineup of bar soaps, body washes and liquid hand soap sold under Ivory, a 132-year-old brand, will feature new packaging that includes a vibrant new color scheme and redesign that complements the current Ivory product offerings, P&G said.

Additionally, P&G will unveil a new advertising campaign that will encompass television, print and online ads. The campaign, developed by Wieden+Kennedy, is called "Ivoryisms." These messages are designed to be both simple and straightforward, which reflect the brand's makeover, P&G said.

Both the new packaging and advertising campaign will appear this month.

"Ivory is P&G's oldest and most beloved brand, and while consumers relish in the nostalgia and heritage of the product, it's time for a holistic reinvention of the brand as we work to touch and improve more consumers' lives in more parts of the world more completely," Ivory brand manager Jay Sethi said. "We've answered the call for consumers wanting a 'simple and clean' solution and the most powerful aspect of Ivory still remains the simplicity of the product."

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