Procter & Gamble Company: 99 And 44/100% Pure—It Floats campaign

Judson Knight

Although the market for soap in America was flooded with a wide array of competitors, a few brands stood out by virtue of their longevity.

Procter & Gamble Company: 99 And 44/100% Pure—It Floats campaign

Judson Knight

Overview

Although the market for soap in America was flooded with a wide array of competitors, a few brands stood out by virtue of their longevity. Among the most prominent of these was Ivory, manufactured by the Procter & Gamble Company (P&G). Packaged in white to symbolize purity and cleanliness, bars of Ivory featured the blue and red brand logo in the center, with modified Roman italic letters. Wavelike red and blue stripes appeared above and below the name, and inscribed on the upper wave were the words...

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