The extension of the 117-year-old Ivory brand gets a TV and print effort from Saatchi & Saatchi Advertising, New York, featuring the tagline "Discover your healthy natural glow." The 30-second spots position Ivory Moisture Care as a product for the entire family.
The campaign "really celebrates the healthy skin promise" of the new product, a P&G spokeswoman said.
The advertising is part of $60 million in marketing support for the rollout, the spokeswoman said. There also will be nationwide couponing, in newspaper free-standing inserts, and sampling to more than 40 million households.
SOAP AND BODY WASHES
The national introduction follows a test in Boise, Idaho. The moisture-care line includes a bar soap and two body wash products with a combination of skin conditioners and antibacterial agents. Unlike the regular Ivory bar, Ivory Moisture Care doesn't float because of the moisturizing agents.
P&G is the No. 2 player in the $2 billion personal soap products market, with a 25% share, vs. 31.1% for category leader Lever Bros., according to Dean Witter Equity Research.
Ivory is the No. 6 brand in the category, though sales of the Ivoery bar slipped 8% in 1996 to $79.5 million, according to Information Resources Inc.