P&G unveils a new look for its oldest brand

Procter & Gamble revealed new packaging for its oldest and most iconic consumer brand, Ivory. The change aims to contemporize its current line of bar soaps, body washes and liquid hand 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 as we work to touch and improve more consumers’ lives in more parts of the world more completely,” says Jay Sethi, Ivory brand manager. A vibrant new color scheme and clean look targets the modern mom who appreciates the value and simplicity of Ivory.


Launch: October 2011


Brand design: Wieden + Kennedy