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P&G to Debut Contemporary Rebranding of Ivory Soap Line

Posted: October 4, 2011

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"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," said Karl Lieberman, creative director, Wieden+Kennedy. "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."

Ivory's TV, print and online campaigns are are set to be highly entertaining, offering 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.

In addition to the television, print and online executions, Ivory will begin running a number of out-of-home ads in select cities and engaging fans/followers through the brands Facebook and Twitter channels.