10.04.11
Not only does Ivory Soap float...it's come back to life in a big way. Procter & Gamble is giving its oldest consumer brand a new advertising campaign and product packaging to contemporize the 132-year-old brand. Targeting the modern mom who is incredibly complex yet driven by simplicity, the new campaign highlights the value and simplicity of Ivory, focusing on giving busy moms and families a product that delivers what they want.
“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," said Jay Sethi, Ivory brand manager."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.
Developed by Portland-based Wieden+Kennedy, the new ad campaign takes a humorous look at what are called "Ivoryisms" ― refreshingly honest product truths ― that will appear in all of the television, print and online advertising. These honest truths include a series of simple and straightforward messages that reintroduce Ivory's perspective on keeping things clean and simple.
The new television campaign includes a total of five commercials, including one 30-second and four 15-second spots, all slated to appear this month in select cities nationwide. Two of the television commercials, "Identity Crisis" and "Soap Dish," take viewers through a melodic journey of bathroom decor which spotlights a number of distinctly personal soap dishes with the message, "A Soap For Every Dish." The "Soap Dish" ad takes the same jazz-filled journey through the bathroom only to highlight a variation of soap sculptures, which then begs the question, “At What Point Does Soap Stop Being Soap?”
Ivory's print and online campaign is equally entertaining, as it offers the same kind of simple and straightforward messages, including"When Dirt Changes Its Formula So Will We," "Just Add Water," and "Cleanliness Needn't Involve Costliness."Print ads will appear in national women's and lifestyle publications, as well as select online destinations, beginning in October.
“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," said Jay Sethi, Ivory brand manager."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.
Developed by Portland-based Wieden+Kennedy, the new ad campaign takes a humorous look at what are called "Ivoryisms" ― refreshingly honest product truths ― that will appear in all of the television, print and online advertising. These honest truths include a series of simple and straightforward messages that reintroduce Ivory's perspective on keeping things clean and simple.
The new television campaign includes a total of five commercials, including one 30-second and four 15-second spots, all slated to appear this month in select cities nationwide. Two of the television commercials, "Identity Crisis" and "Soap Dish," take viewers through a melodic journey of bathroom decor which spotlights a number of distinctly personal soap dishes with the message, "A Soap For Every Dish." The "Soap Dish" ad takes the same jazz-filled journey through the bathroom only to highlight a variation of soap sculptures, which then begs the question, “At What Point Does Soap Stop Being Soap?”
Ivory's print and online campaign is equally entertaining, as it offers the same kind of simple and straightforward messages, including"When Dirt Changes Its Formula So Will We," "Just Add Water," and "Cleanliness Needn't Involve Costliness."Print ads will appear in national women's and lifestyle publications, as well as select online destinations, beginning in October.