Home / Advertisers / Here’s the strategy for Wieden’s new campaign for Ivory Soap

Here’s the strategy for Wieden’s new campaign for Ivory Soap

Well this is the strategy (99.44 pure soap) although the actual TV campaign for Procter & Gamble’s iconic Ivory Soap from Wieden+Kennedy Portland will clearly be different (it features a family apparently).

‘When dirt changes its formula so will we’ and ‘keep it pure, clean and simple.’ Can W+K make soap that cleans (as opposed to soap that makes you look younger, more attractive etc) exciting?

Here’s a bit more of it.

But is it a Dove frightener?

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