# Colorful Cleanser Rebranding P & G Ivory Soap Makeover is Fun, Fresh and Vibrant By Katherinev123 | Published 2011-10-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ivory-soap References: [popsop](http://popsop.com/49896) & [washingtonpost](http://www.washingtonpost.com/business/procter-and-gamble-rejuvenates-oldest-brand/2011/10/04/gIQAXjbfKL_story_1.html) Most of us probably think that something as classic as Ivory soap -- it's 132 years old -- doesn't need to be changed. While that may be true about the soap's contents, that's not what the people at [P&G](https://www.trendhunter.com/trends/dawn-ezsqueeze) think about its packaging. Ivory soap is getting a [brand new makeover](https://www.trendhunter.com/trends/comprehensive-brand-transformation), complete with vibrant colors and cheeky messaging. Instead of the brand's signature white, the new packaging for Ivory soap will incorporate fun and fresh colors from lime green to royal purple, as well as a simpler logo. Wieden+Kennedy, the agency responsible for such ad successes as the Old Spice Guy, is the agency behind Ivory's rebranding, which will also include charming and humorous commercials scheduled to air soon. According to Popsop, Ivory soap has "lagged behind its rival [Dove](https://www.trendhunter.com/trends/unready-for-anything) and faced increasing competition from the likes of Dial and Irish Spring." ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 25% | Activity: 27% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Colorful Packaging:** The rebranding of Ivory soap with vibrant colors presents an opportunity for other consumer packaged goods companies to explore colorful packaging as a way to attract consumers. - **Humorous Commercials:** The introduction of charming and humorous commercials in Ivory soap's rebranding opens up opportunities for advertising agencies to create entertaining and engaging campaigns for other traditional brands. - **Competitive Market Analysis:** The increasing competition faced by Ivory soap from rivals like Dove, Dial, and Irish Spring highlights the need for market research firms to analyze and provide insights on the consumer preferences and trend shifts in the soap industry. ### Industries Being Reshaped - **Consumer Packaged Goods:** The rebranding of Ivory soap presents an opportunity for consumer packaged goods companies to revitalize their product packaging and appeal to a wider consumer base. - **Advertising Agencies:** The rebranding of Ivory soap offers advertising agencies a chance to create captivating campaigns and humorous commercials for traditional brands seeking to refresh their image. - **Market Research:** The competitive landscape in the soap industry, as exemplified by Ivory soap's rivals, necessitates market research firms to provide vital insights into changing consumer preferences and market trends. ## Related on Trend Hunter - [Hygiene Packaging Redesigns](https://www.trendhunter.com/trends/andrex.md) - [Streamlined Skincare Packages](https://www.trendhunter.com/trends/panoxyl.md) - [Reformulated Skincare Rebrands](https://www.trendhunter.com/trends/bath-body-works2.md) - [Body Care Rebranding Initiatives](https://www.trendhunter.com/trends/tree-hut1.md) - [Gilded Cleaning Product Branding](https://www.trendhunter.com/trends/fabulosa-rebranding.md) - [Wisdom-Focused Skincare Packaging](https://www.trendhunter.com/trends/wise-personal-grooming.md) - [Comforting Fabric Softener Branding](https://www.trendhunter.com/trends/snuggle-rebrand.md) - [Air Freshener Rebrands](https://www.trendhunter.com/trends/air-wick-1.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md)