11.08.11
P&G’s Ivory brand has tapped Emmy award-winner Melissa McCarthy to serve as brand spokesperson and host its new online social community, the “Soap Dish."
The partnership and the new social community are part of the “holistic reinvention” of the brand which kicked-off last month with the debut of modernized packaging and a new advertising campaign. Ivory is one of P&G's oldest consumer brands.
McCarthy won her Emmy win for her portrayal of Molly in CBS’ sitcom Mike & Molly. She has also appeared in “Bridesmaids,” making her a sought-after talent in Hollywood, according to P&G.
The online community was born from the insights of a national “mom” survey commissioned by Ivory. This “light-hearted” social community will offers women an outlet to share in the everyday humor and honesty of their lives in an unapologetic manner. The community is found on the Ivory Facebook page.
“We couldn’t think of a better spokesperson for Ivory,” said Jay Sethi, Ivory brand manager. “Melissa’s humor, simple charm and down-to-earth attitude fit with every bit of Ivory’s persona. More than refreshingly honest and sincere, she is every woman and a modern mom, and we think our fans will absolutely love her.”
The partnership and the new social community are part of the “holistic reinvention” of the brand which kicked-off last month with the debut of modernized packaging and a new advertising campaign. Ivory is one of P&G's oldest consumer brands.
McCarthy won her Emmy win for her portrayal of Molly in CBS’ sitcom Mike & Molly. She has also appeared in “Bridesmaids,” making her a sought-after talent in Hollywood, according to P&G.
The online community was born from the insights of a national “mom” survey commissioned by Ivory. This “light-hearted” social community will offers women an outlet to share in the everyday humor and honesty of their lives in an unapologetic manner. The community is found on the Ivory Facebook page.
“We couldn’t think of a better spokesperson for Ivory,” said Jay Sethi, Ivory brand manager. “Melissa’s humor, simple charm and down-to-earth attitude fit with every bit of Ivory’s persona. More than refreshingly honest and sincere, she is every woman and a modern mom, and we think our fans will absolutely love her.”