|
Ivorys Generations of Good, Clean Fun Float
Introduces New Ivory Lavender Bar and Body Wash to America and
Asks: Are You the Next Ivory Family?
CINCINNATI, Jan. 2 /PRNewswire/ -- Ivory, the "trusted family soap" for
more than 125 years, today announces a nationwide search to find the next
Ivory Family. Its been 40 years since "real" Ivory families told us
"young-looking skin runs in an Ivory Soap family" in the 1960s "generations"
ad campaign. Inspired by the classic ads, Ivory is looking for three
generations -- a grandmother, mother and child -- who embody the essence of
Ivory: embracing everyday moments and inspiring simple wisdom.
The search officially kicks off today with an Ivory float -- themed
"Generations of Good, Clean Fun" -- in the 2006 Tournament of Roses Parade in
Pasadena, Calif. Coinciding with the search, Ivory is introducing its third
generation of bar and body wash -- Ivory Lavender -- which will be available
in stores by early February.
"We are thrilled to kick off our search for the next Ivory Family and
introduce Ivory Lavender to the nation with our Generations of Good, Clean
Fun float in the 2006 Rose Parade," said Ted Keegan, marketing director,
Ivory Soap. "The Rose Parade has been an American tradition for more than a
century. Likewise, Ivory is one of the oldest American brands, and has been a
long-standing family tradition passed down from generation to generation for
more than 125 years. This synergy makes the Rose Parade the perfect place to
introduce Ivory Lavender to America and begin our search for the next Ivory
Family."
The Ivory float, winner of the Crown City Innovation award for the best
use of imagination and innovation, stands 25 feet tall, 18 feet wide and 55
feet long showcases, perhaps, one of the worlds largest bathtubs. Set in a
lush lavender field, detailed with vibrant lavender flowers including lavender
roses, purple irises and orchids, the young bathing beauty enjoys the magic of
bath time. Along the parade route, spectators will be the first to experience
the new soothing scent of Ivory Lavender Bar and Body Wash, as real running
water from the showerhead creates Ivory Lavender-scented bubbles that "float"
from the tub into the crowd.
Ivorys "Generations of Good, Clean Fun" float brings together three
generations of Ivory users, 1981 Rose Queen Leslie Kawai, her 82-year-old
mother and 10-year-old daughter, who are Ivorys official float riders in the
parade.
Search For The Next Ivory Family
The search for the next Ivory Family runs Jan. 1 through May 31, 2006.
Ivory is looking for three generations of a family -- a grandmother, mother
and child (nine years of age or younger by Jan. 1, 2006) -- who are residents
of the United States. There are two ways to enter -- by mail or at one of five
regional events across the country. Regional events will take place in the
New York City, Atlanta, Seattle, Chicago and Los Angeles metropolitan areas.
Exact locations, as well as dates and times, will be announced at a later date
to consumers and the media.
In September 2006, eight finalist families will travel, all expenses paid,
to New York City for a live event announcing the next Ivory Family. The new
Ivory Family will win a $40,000 scholarship (awarded in the form of a zero
coupon bond valued at $40,000 at maturity in approximately five years time), a
years supply of Ivory Lavender and may be featured on Ivory.com.
Ivory Introduces Ivory Lavender
Ivory Lavender is mild, has a soothing scent of lavender and like the
Original and Ivory Aloe, it floats! Ivory Lavender is light purple and leaves
skin feeling smooth and naturally clean with a hint of lavender scent. The
suggested retail price of Ivory Lavender is $3.99 for a 24 oz. bottle of Ivory
Lavender body wash, $.99 for a three-pack, $1.99 for a four-pack, and $3.99
for a 12-pack of Ivory Lavender bar soap.
For more information about Ivory Lavender or official contest rules and
entry details pertaining to the search for the next Ivory Family, visit
http://www.Ivory.com.
About P&G Beauty (NYSE: PG)
P&G Beauty sells more than 130 different brands in over 180 countries
worldwide that touch and improve lives daily. P&G Beauty had more than $19
billion in global sales in fiscal year 2004/05, making it one of the worlds
largest beauty companies. The global leading beauty company at mass, P&G
Beauty brands include: Pantene(R), Head and Shoulders(R), Olay(R), Max
Factor(R), Cover Girl(R), Gillette(R) Complete Skin Care for Men, Always(R),
Joy(R), Hugo Boss(R), Wella(R), Herbal Essences(R), Clairol Nice n Easy(R)
and SK-II(R). Please visit http://www.pg.com for the latest news and in-depth
information about P&G Beauty and its brands.
Contact: Heather Wilkins
PainePR
(949) 809-6766
hwilkins@painepr.com
|
|
