P&G responds to consumer demands with new pack for iconic soap brand

Related tags Liquid Procter & gamble

The new Ivory pack designs
The new Ivory pack designs
Procter and Gamble has acted upon consumer feedback regarding the image of its oldest soap brand Ivory by presenting a new pack that it claims mirrors the ‘simplicity of the product’.

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.

Related topics Packaging & Design

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