Procter & Gamble’s Ivory has launched an advertising campaign and revamped product packaging this month for its line of bar soaps, body washes and liquid hand soap, with the goal of bringing the 132-year-old brand into the 21st century. The campaign targets the modern mom by spotlighting the value and simplicity of Ivory, while the packaging now features a vibrant new color scheme and a redesign that complements the current product offerings of Lavender, Aloe and Simply Ivory bar soaps and body washes.
“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,” explained Jay Sethi, Ivory brand manager at Cincinnati-based P&G. “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
Created by Portland, Ore.-based Wieden+Kennedy, the ad campaign offers an amusing take on what it calls “Ivoryisms,” defined as “refreshingly honest product truths,” in all of the television, print and online advertising. These simple, straightforward messages will reintroduce the brand’s aim of keeping things clean and simple.
”The inspiration for this campaign came from the observation of how, over the years, in an effort to make life simpler, we have somehow made life more complicated,” noted Karl Lieberman, Wieden+Kennedy creative director. “Unlike a lot of other brands, Ivory has stayed true to its equity. It has remained the antithesis of the overly complicated -- from its ingredients, packaging and advertising – it’s a throwback to an era where there wasn’t time for such things. And that’s what makes its new voice so refreshing.”
The television campaign consists of five commercials, including one 30-second and four 15-second spots, all scheduled to appear this month in select cities nationwide. Print ads will appear in national women’s and lifestyle publications, in addition to select online destinations, beginning in October.
As well as the television, print and online components, Ivory will begin running several out-of-home ads in select cities and engaging fans/followers through the brand’s Facebook and Twitter outlets.