Back in the 1960s when women were women and soap was soap, Ivory soap had a famous advertising campaign featuring a grandmother, mother, and child. All three generations used Ivory soap for young-looking skin, and they appeared in television and print advertisements with the tagline "Young-looking skin runs in an Ivory Soap family." Well, back in January, Ivory conducted a nationwide search for a new three-
generation family to resurrect the famous ad campaign. The winning trio is a suburban Chicago family who will appear on the
www.ivory.com website later this month, and who will likely appear in future Ivory ads. To qualify, grandmothers, mothers, and daughters submitted application which include an essay about family traditions. The winning family will receive a $ 40,000 scholarship, and a year’s supply of Ivory Lavender. We learned about this from
The Detroit Free Press, who reminded us that Chevy, Chrysler, Klondike, Alka-Seltzer and other advertisers are looking backwards for classic advertising themes.
Photo Credit: The Detroit Free Press
I have used Ivory soap all of my life. I love the way it makes my skin so soft and young. I never use lotion or other products (other than makeup). So when my cillege class assignment is to do an analasis or a brabd name product and how it manages its product life cycle, I thought of Ivory soap. Is there any specific public information that you have that can help me research your product and its success?
Sincerely
Jo
Posted by: JoAnne Milin | February 26, 2008 11:05 AM | Permalink to Comment