Ivory, Procter & Gamble’s oldest consumer brand, announced the launch of a new product packaging and advertising campaign for its line of bar soaps, body washes and liquid hand soap that aims to contemporize the 132-year-old brand. The new campaign and packaging are both slated to appear nationwide this month. The campaign highlights the value and simplicity of Ivory, focusing on giving busy moms and families a product that delivers what they are looking for, according to P&G.

The product packaging includes a vibrant new color scheme and packaging redesign in blues, greens, and purples, which complement the Ivory product offerings of Lavender, Aloe and Simply Ivory bar soaps and body washes.

“Ivory is P&G’s oldest and most beloved brand, and while consumers relish in the nostalgia and heritage of the product, it’s time for a holistic reinvention of the brand as we work to touch and improve more consumers’ lives in more parts of the world more completely,” said Jay Sethi, Ivory brand manager. “We’ve answered the call for consumers wanting a ‘simple and clean’ solution and the most powerful aspect of Ivory still remains the simplicity of the product.”