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?