The 132 year old brand will see a whole new advertising campaign along with new product packaging for its range of bar soaps, body washes and liquid soaps.
“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," said Jay Sethi, Ivory brand manager.
P&G claims to have answered the call for consumers wanting a 'simple and clean' solution with a pack that is as simple as the product itself is to use, partnered with a new color scheme.