Soap and glory: Campaign appeals to Just Nots

09.10.2011 Advertising : Ivory : Polarisation

US – Procter & Gamble has released an advertising campaign for its Ivory soap, which celebrates the heritage, and the simplicity, of the product.

The campaign, created by agency Wieden+Kennedy features slogans such as ‘When dirt changes its formula, so will we’ and ‘Specially formulated not to be specially formulated’ – highlighting the simplicity and functionality of the product.

Melanie Healey, group president of Procter & Gamble North America, recently told The Wall Street Journal that the company planned to focus its marketing on ‘how to please the high-end and lower-end markets’.

LS:N Global further explores this polarisation of consumers and brands in our macro trend report about The Just Nots, whom we have identified as a growing consumer group.

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