P&G's New Ivory Soap Campaign Turns Back The Clock

10/25/2001 | NYTimes.com

Procter & Gamble's new $3 million campaign for Ivory soap focuses on the venerable brand's simplicity and heritage by repackaging a third of the bars to be sold in the U.S. to appear like the original late-19th-century design. P&G says the campaign will resonate with consumers now looking to simplify their lives.

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