New Life to Old Brand

The company Procter & Gamble is bringing life back into one of its oldest and most well known brands- Ivory soap- by producing new packaging, advertising, and social media initiatives. The company is using the Ad firm of Wieden & Kennedy which is based in Portland OR to produce the new packaging with features bright colors like cyan, purple, and green chosen to contrast with the soap's pure white. Its social media efforts include producing a Facebook page. At the same time, the company is producing ads that are intended to promote the Ivory Brand's "value and simplicity".

Ivory is one the six soap brands sold by P&G, the others are Olay, Gillette, Old Spice, Safeguard and Camay. This Advertising effort is the first major marketing strategy for the company in years- having only advertised minimally since 2006 spending a high of $1.4 million that year and less than $325,000 in total between 2007 and the first half of this year. Therefore, this new marketing is definitely a change for the company to push their products.

I think that is is important for brands like this to bring new life into their products. The company already has a strong foothold in the industry with history and trust. But, it is important to bring the products into the 21st Century to market to new consumers. It will be interesting to see if their sales increase due to these new marketing techniques.

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