W+K keeps it ‘pure, clean and simple’ in first campaign for Ivory

Here are some of the first offerings from Wieden+Kennedy Portland for Procter & Gamble’s iconic Ivory Soap and the relaunch campaign does what it says on the tin – keeps it ‘pure, clean and simple.’

It’s certainly not the engaging drama one might have expected judging by W+K’s other efforts but maybe there’s more to come.

And it’s an interesting question for both client and agency. Are lots of people prepared to buy soap these days just because it’s soap and it works?

Unilever’s experience with Dove would seem to indicate you need a bit more than that.

Here’s one of P&G marketing directors Kevin Hochman with the new, much more colourful packaging.

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