P&G launches for Ivory soap

AP News

10/4/2011 8:37:55 AM - AP News
CINCINNATI (AP) — Procter & Gamble's oldest brand is getting a makeover — kind of.The consumer products company this month is updating the signature white soap packages for the 132-year-old Ivory brand with colorful, eye-catching packages, a remade logo and a new marketing campaign. But the soap itself isn't changing, nor is P&G's basic message for it.The remake is part of an effort by the Cincinnati-based company to breathe new life into Ivory. It comes at a time when Americans are scaling back on spending in the down economy, but are looking for little, cheap ways to pamper themselves, by say, taking a long, hot shower. As P&G has focused on bigger brands, Ivory has lagged behind rival Dove, and faced increasing competition from the likes of Dial and Irish Spring.