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P&G breaks clean and simple campaign for venerable brand.
October 4, 2011
By: TOM BRANNA
Editor
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 belov...
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