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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