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04.18.13

Ivory Soap Modern Vintage

Packaging, Consumer

Following the successful Ivory brand relaunch in 2011, Procter & Gamble was looking to maintain momentum by leveraging Ivory's rich heritage with limited-edition vintage packaging for an exclusive promotion at WalMart. The new design takes the consumer (and Ivory) back in time with historically inspired packaging that maintains Ivory's new look while reflecting its significant equity and heritage. Reminiscent of advertising and packaging from the turn of the century, the retro packaging delivers on Ivory's pure, clean and simple equities including the memorable "99 44/100% Pure" messaging and a nod to perhaps Ivory's most memorable claim to fame, "It Floats". The new ten-bar packaging is available in both Original and Aloe variants.

Simon Lince/Nancy Brogden/Jim Muchmore, designers (Sterling Brands); Deirdre Launt, designer (Procter & Gamble).

sterlingbrands.comdeirdrelaunt.com