P&G Renovates Venerable Ivory Brand in Light of Flagging Sales

摘要

Procter & Gamble is updating the look of its iconic 132-year old brand Ivory with a vibrant color scheme and packaging redesign.The new look is likely a bid to revitalize the venerable brand; Ivory sales, including bar soap, body wash and liquid hand soaps, were $48 million for the 52 weeks ending Sept. 4, 2011, down 3.6% from the previous year, according to data from SymphonylRI Group. That data represents supermarkets, drugstores and mass merchandise outlets excluding Walmart.The makeover is not so dramatic as to abandon the brand's heritage; Ivory has not altered the famous "soap so pure it floats" formulation of its signature bar soap, the firm notes.