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Ivory soap's new packaging sport a clean, modern look.

Ivory soap got a packaging relaunch in late 2011.

The Wall Street Journal began reporting earlier this month that Procter & Gamble would divest of 100 brands. Then the venerable news pub named names, with Ivory soap, Duracel batteries and the Cheer and ERA detergents potentially on the chopping block, according to a story on the pub’s “The Marketers’ Guide To Buying An Old P&G Brand” is chock full of interesting tidbits, like the suggestion that, “Some of these brands draw relatively paltry amounts of marketing spending, according to Kantar Media data. P&G spent $2 million on Ivory and $702,000 on Era last year. Of the more than 100 brands P&G supports with advertising, over a quarter drew less than $100,000 in the U.S. last year, according to Kantar Media.”

It goes on to state that “In comparison, P&G spent over $1 billion in 2013 on its top five brands, including Crest ($274 million), Olay ($247 million), and Cover Girl ($215 million), Kantar Media estimates,” and specifies that “Procter & Gamble declined to comment for this story.”

The upshot is that P&G’s castoffs can become another company’s gold, as it leverages brands that have already been established, then goes on to speculate that a buyer is likely “going to look for a new course to charter for that brand.”

vintage Ivory soap advertisement

Ivory is one of P&G’s older product lines, introduced at retail in 1879.

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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