Ivory: of simplicity and brand image

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Earlier this month, I noticed a gem of a campaign for Ivory soap. It’s a re-launch of an iconic brand founded in 1879. The brand’s stated mission is:  providing freedom from nonsense and complexity by giving you everything you need and nothing you don’t. That essence is beautifully captured throughout the campaign – its appeal lies in its simplicity.

I guess the contra approach of avoiding over-the-top computer graphics, huge production values and keeping the execution simple makes the campaign stand out. You can watch the TVCs here. More on the campaign at the W+K blog.

As an aside, the thinking and execution on the campaign is obviously smart. It is also a testimony to the fact that brand imagery can be changed dramatically through just one great, concerted campaign. No?

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1 Comment

  1. Nima DT Namchu Reply

    Nothing works like simplicity does. Love the art direction. I think the lines are good, but the art makes them so much better.

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