Ivory soap was launched in 1879, so I guess it is a bit overdue for a makeover. But perhaps the timing was influenced by a new study from NBC Universal which indicated that moms these days are into simplicity and traditionalism. (Forbes, 2011)Interestingly, few of them (only 4%) actually have traditional homes, but 49% say they would like to. So, it’s an aspirational goal more than a reflection of reality. But who better to capture the spirit of the moment than the soap that’s so pure it floats?
While the new advertising campaign will focus on value and simplicity, it appears that the messaging will take an emotional approach – “featuring simple truths about soap and life in general.” (Greenberg, 2011)Since Ivory currently has a 5.8% market share, there’s plenty of room for growth, and if they are well-priced then they will undoubtedly take advantage of the middle class rush to less expensive products. But do we really think that advertising can spur sales of something as basic as soap? And will this approach do the trick?
Forbes, T. (2011, October 5) P&G Floats A Makeover For Ivory. mediapost.com. Retrieved October 5, 2011, from
Greenberg, K. (2011, October 5) Panel, P&G Focus On Mom’s Desire For Tradition. mediapost.com. Retrieved October 5, 2011, fromhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=159884&nid=