Procter&Gamble Re-Design Its Ivory Soap

Procter&Gamble is known for its extensive line of hygiene products and one of their most famous products, Ivory soap, is getting a makeover. Although the soap and promotion message will remain the same, the packaging will be redesigned. P&G updated the Ivory soap products through a new marketing campaign, which will transform the packaging by adding bright,vibrant colors to attract the eyes of consumers. They don't want to change the soap because they feel it cleans very well and people still love its smell and texture. Also, the brand is where P&G's origins are and its history and heritage has been engraved into many people's hearts. But P&G knows that it has a lot more competitors these days than it did 20 years ago. Brands like Dove, Dial, and Irish Spring are are tough rivals and have developed a great deal of brand loyalty from customers, who keep buying their products over and over again. Dove has the "Real Beauty" campaign, which encourages everyone to fell comfortable in their own skin. It also set it apart from other campaigns and gave it a competitive advantage. That is why the Ivory brand is trying to stand out amongst its competitors through creative packaging and create a larger consumer pool.


My view:
These days, it's inevitable that companies are going head to head to compete with one another. Its a tough market out there and many brands are trying to squeeze their products into those markets and promote them to consumers. But a company must have an objective or a marketing strategy that will help them stand out amongst their competitors. Procter and Gamble is making a smart move by trying to re-innovate their product to make it more appealing to consumers. It's obvious that packaging plays a key role in attracting consumers, because the more unique and colorful the packaging, the more likely your product will catch the eye of a customer walking by. For years, the Ivory brand has been a tradition in the P&G family. People have been buying it for years and many have developed brand loyalty to the products. But P&G knows that it is time to redesign its traditional packaging and introduce a new, fresh, and appealing look to their product. There's no doubt in my mind that people will like the new packaging and new, potential consumers, who have not used the product, will also be more interested in seeing what the company has to offer.

http://news.yahoo.com/p-g-launches-ivory-soap-123823235.html