Ivory goes bold after 132 years.

Procter & Gamble’s oldest and most iconic consumer brand—Ivory Soap—has revealed a new advertising campaign and product packaging for its current line of bar soaps, body washes and liquid hand soap that aims to contemporize the 132-year-old brand. The new campaign and packaging targets modern moms, and highlights the value and simplicity of Ivory. According to P&G, the bold new look and feel of the product packaging—a vibrant new color scheme and packaging redesign—complements the current Ivory product offerings of Lavender, Aloe and Simply Ivory bar soaps and body washes.