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[cincinnati] Procter & Gamble Co. today unwraps an estimated $24 million ad campaign backing the national introduction of the Ivory Moisture Care line.

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.


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

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